Apple to launch 'Today at Apple' retail sessions in late May [u]
Towards the end of May Apple plans to launch a new series of education sessions at its stores dubbed "Today at Apple," retail head Angela Ahrendts revealed on Tuesday. [Updated with official session details]

The program will roll out across all of Apple's locations, Ahrendts told CBS News, in an effort to manufacture "town squares" where customers engage with their communities -- and their devices. The executive provided few other details, but store visitors should be able to attend classes and other experiences, for instance taking advantage of Apple's new "creative pro" staffers skilled in fields like music and photography.
"A lot of the big online guys have said they're opening stores," Ahrendts commented. "Amazon's investing in stores. Google's investing in stores. ...Starbucks figured it out, you know? Being a gathering place for - right? 'Meet me at Starbucks.'
"And you know, I've told the teams, 'I'll know we've done a really, really great job if the next generation, if Gen Z says, "Meet me at Apple. Did you see what's going on at Apple today?"'"
The company has long held workshops and other events at its stores, and it's not yet clear how Today at Apple will distinguish itself.
Under Ahrendts, Apple has been overhauling the design and operations of its retail chain, with many shops adding trees, wooden shelves, oversized video screens, and new conference rooms, as well as new work roles. More controversially however, the company is allegedly cutting a number of business and events jobs.
Update: In a follow-up press release, Apple explained that there will be more than 60 different sessions, such as Studio Hours, in which creative pros will discuss topics like art, design, and presentations, and offer advice on personal projects people bring in.
Photo and Sketch Walks will take people outside the store to improve their drawing, painting, or photography. Similarly, Photo Labs will bring in photographers for hands-on sessions, and Music Labs will do the same for musicians. "Pro Series" events will offer instruction in Final Cut Pro X and Logic Pro X.
Other offerings will include Coding sessions teaching people basic programming through Swift Playgrounds, and the Kids Hour, alternating its focus on coding, GarageBand, and iMovie.
"Select" stores will get Perspectives and Performances -- artists and musicians talking about their work and/or putting on a show.
Teacher Tuesdays, lastly, will encourage teachers to incorporate Apple technology into classrooms, and Business Circuits will connect small business owners with entrepreneurs.
To accommodate Today at Apple, stores will be getting new mobile "forum displays," along with updated seating and sound fixtures.

The program will roll out across all of Apple's locations, Ahrendts told CBS News, in an effort to manufacture "town squares" where customers engage with their communities -- and their devices. The executive provided few other details, but store visitors should be able to attend classes and other experiences, for instance taking advantage of Apple's new "creative pro" staffers skilled in fields like music and photography.
"A lot of the big online guys have said they're opening stores," Ahrendts commented. "Amazon's investing in stores. Google's investing in stores. ...Starbucks figured it out, you know? Being a gathering place for - right? 'Meet me at Starbucks.'
"And you know, I've told the teams, 'I'll know we've done a really, really great job if the next generation, if Gen Z says, "Meet me at Apple. Did you see what's going on at Apple today?"'"
The company has long held workshops and other events at its stores, and it's not yet clear how Today at Apple will distinguish itself.
Under Ahrendts, Apple has been overhauling the design and operations of its retail chain, with many shops adding trees, wooden shelves, oversized video screens, and new conference rooms, as well as new work roles. More controversially however, the company is allegedly cutting a number of business and events jobs.
Update: In a follow-up press release, Apple explained that there will be more than 60 different sessions, such as Studio Hours, in which creative pros will discuss topics like art, design, and presentations, and offer advice on personal projects people bring in.
Photo and Sketch Walks will take people outside the store to improve their drawing, painting, or photography. Similarly, Photo Labs will bring in photographers for hands-on sessions, and Music Labs will do the same for musicians. "Pro Series" events will offer instruction in Final Cut Pro X and Logic Pro X.
Other offerings will include Coding sessions teaching people basic programming through Swift Playgrounds, and the Kids Hour, alternating its focus on coding, GarageBand, and iMovie.
"Select" stores will get Perspectives and Performances -- artists and musicians talking about their work and/or putting on a show.
Teacher Tuesdays, lastly, will encourage teachers to incorporate Apple technology into classrooms, and Business Circuits will connect small business owners with entrepreneurs.
To accommodate Today at Apple, stores will be getting new mobile "forum displays," along with updated seating and sound fixtures.
Comments
But, from this article, it sounds like Apple has it right (at least in concept): focus the store around helping the user rather than selling product.... Very simply, Amazon & EBay can sell products as well or better than any brick & mortar store. But, they can't do the things that Apple is talking about here -- and that has always been at the heart of Apple: Not to push its products but to push what those products will do for you...
Apple knows that its heart and soul are in the user, not the product.
while reading the article I couldn't stop thinking that Apple could really acquire Adobe/Photoshop.
(yeah I know another acquisition request) but it really fits this idea.
In many Mall locations there are oten retail units going cheap for things like 'popup' stores. Again, perhaps Apple can work with the Mall operators to use them for these sessions. After all, they would be getting more footfall into the Mall...
On a different note...I still don't know the actual purpose of a Microsoft Store. To me, they serve no purpose at all and they only did it because Apple was successful with their retail efforts. I realize these stores aren't created to make them money in the store, but honestly I see no reason for these to exist.
Spot on analysis of Apple's Concept and its potential!
The only issue I have with your post is: "Amazon & EBay can sell products as well or better than any brick & mortar store".
While Amazon offer's some excellent services like same-day delivery, free delivery on some items, recourse/returns, good prices, user ratings/answered questions. etc... Often, Amazon prices are higher than local stick and stucco stores. More and more I use the Amazon site to Showroom a product (determine it's capabilities, value, comps) then purchase the product at the local store.
As to the Today At Apple concept...
In the 1970s-1980s, when we owned Computer Stores (mainly Apple products) we offered Hands-on Checkout Training sessions at time of purchase, scheduled BYOD Tips & Techniques sessions after purchase, and various Product sessions on a weekly basis -- there was always something going on at Computer Plus... It also helped that we'd get frequent visits from Woz, Hertzfeld, Atkinson, and the like... Help from Cap'n Crunch (John Draper) not so much.
It really does work!
Now, when are they going to open a Today At Apple Store in Brentwood, CA (SF East Bay) -- I'm looking forward to attending a Rave there
Too bad. I'd be interested in the Logic X events... if they're affordable. What do these events cost?
Almost every reference I see to "Millennials" is pejorative. Usually the source of said commentaries are doing classic psychology "projection" (especially when saying millennials are "entitled"), and are looking to scapegoat someone.
If you're just describing a group by age (not attitudes), you're fine. Labels can be useful when not used in a derogatory manner.
Anyway I decided to buy some new tools to supplement the Shopsmith for the grandkids and me -- so far some tools (wheel sander, 12" Sliding Compound Miter Saw, Miter Saw Stand, Finish Nailer, Jig Saw, rotary tool set...).
So, I go to the Amazon site and:
Then when I have it narrowed down to one or more choices, I go to the Lowes and Home Depot web sites to see how they compare (I may read their reviews, too)...
If what I seek is currently available in-store, at the right price (including tax and shipping), I'll visit the store -- and usually buy a product after touchy-feely examination of the
various choices.
Often, the stick & stucco stores will have specials: reduced price; included accessories; open box specials, etc.
So, rather than driving around from store to store to review and choose products -- I do that online, then go to the physical store to actually choose/buy my choice... saving both time and money (including gas money) -- getting store card credits and CC cashback rewards.
The companies with Apple-compatible products will line up (die for the opportunity) to present to a captive audience of qualified customers (money to spend and willingness to spend it).
Essentially, I buy food & gas at brick and mortar and the only other stores I enter are the Apple Store and my local bike and running stores. Everything else comes from EBay.
The best example I can think of is going into a Best Buy or office supply store and under each computer is a 5x7" card with the barest of info on the computer above it. If you ask a clerk, you're probably told: "Yes, that is a nice black one! It'll solve all your problems!".
So, I do my research on Amazon and the internet in general -- and then go to EBay to buy.
I bet they get some of them but not perhaps all for space and tech reasons.