So what was the white building all about?

[space-time]

I posted this on the political side by error, so I am trying to paste here.

Didn't watch the keynote, but glanced at most threads here and I didn't notice any mention of that white building that Apple was secretly constructing a few weeks ago. What is it for?

[Ken Sp.]

All the iPhone and Apple Watch "hands on" demos were in there.

[pRICE cUBE]

The 6 plus is so big it needed a building to be displayed. Just one phone.