Roger Fingas
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.
Charles Martin
Christine McKee
Oliver Haslam
William Gallagher
21 Comments
Interesting! As business news is filled with reports of the demise and/or shrinkage of brick & mortar stores (Sears, Macy's, KMart, Penny's, etc....) and associated malls, Apple and other tech giants are expanding theirs!
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.
FYI, the fine print at the end of the press released indicates some of this is only coming to select stores. I'm assuming the mall stores that haven't been redesigned yet will be the last to get some of this stuff.
My one concern with this is...stores are sometimes full as it is and very loud. I'd hate to be trying to hear a presenter over top of the noise from the store. I don't know how this would work in certain stores.
I agree! I think these stores that are struggling need to take notice and try things. Obviously you need to do more than just make the store pretty and throw products on the shelves. You have to give them a reason to visit and actually buy something. I still firmly believe stores like JCP, Macy's, Hollister, etc need to exist. I don't like buying clothes and things like this online. I want to see it in person, possibly try it on and then make a purchase. I'd rather not fool around with buying something, making a guess on the size and how it fits and then not liking it, sending it back, waiting for a credit, etc. Too much of a hassle for me. There's a place for these stores...they just need to rethink how their stores function.