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Apple takes home Cannes Lions award for 'Today at Apple' retail events

Apple on Wednesday won the "Brand Experience and Activation" Grand Prix at Cannes Lions, a largely ad- and marketing-themed festival, for the "Today at Apple" program at its retail stores.

At an awards ceremony, Apple was said to have "reinvented" the in-store experience. A video montage showed a mix of news reports and promotional imagery, including a CBS interview with Apple retail head Angela Ahrendts.

Ahrendts herself appeared at Cannes Lions earlier in the day, interviewed by Apple's own VP of marketing communications, Tor Myhren.

"Today at Apple" was launched in May 2017. While marketed as something new, effectively it was a rebranding and expansion of workshops and other events the company was already holding.

Common options include things like Photo and Sketch Walks, basic Swift coding sessions, and the Kids Hour, which alternates between topics. Some stores offer Photo and Music Labs, and more advanced customers can attend "Pro Series" events for subjects like Final Cut Pro.

Only high-traffic Apple stores will typically play host to Perspectives and Performances, in which musicians and other artists will put on a show and/or talk about their work.

Ahrendts has made "Today at Apple" a tentpole of the company's retail chain, even attempting to rebrand stores as "town squares" with greater social relevance. In practice, though, the company hasn't made much use of the term.