Apple Stores reach 18,000 'Today at Apple' sessions weekly and will add 60 new lessons

Angela Ahrendts announces Today at Apple program of workshops and lessons is expanding with 60 new topics including ones on video, music and coding to begin in the New Year.

Apple's senior vice president of retail, Angela Ahrendts, has announced that the company's 505 stores will expand the ongoing Today at Apple initiative. The existing program, begun in 2017, now runs regular sessions on using Apple technology. The available lessons will be joined by 60 new ones covering everything from music creation to videography.

"As we continue to push the design of our flagships to be even greater gathering places where everyone is welcome, we're also creating global platforms for local talent," said Ahrendts at Apple's Oct. 30 event.

"Photographers, musicians, developers and artists share their creative gifts. Since the launch of Today at Apple only 18 months ago, we have held over 18,000 sessions a week, attended by millions of curious creatives around the world."

"Today we're announcing 60 newly designed sessions," she continued. "Video, music and design have all be expanded and we're adding walks and labs to most categories. And of course we're using Apple's latest technologies like AR and Siri Shortcuts. "

Alongside classes on "using color to enhance the visual feel of your videos" in Final Cut Pro X, there will be Design Labs like Drawing Treehouses. This is about using Augmented Reality to reach the principles of architecture and is designed in conjunction with with architects Foster + Partners.

Apple is also collaborating with organizations such as The Big Draw Festival and video maker Zach King.

Angela Ahrendts reveals video making session

"We're creating forums in over 70 stores per year," said Ahrendts, "and continue to open flagship stores." She singled out the forthcoming Apple Champs Elysee, saying that Apple wants "to further be part of the creative renaissance in Paris".

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5 Comments

tmay 6455 comments · 11 Years

About 6 years ago

Exceptional as the hardware release was today, when you choose an Apple device, it includes a heck of a lot more than that, something competitors just can't duplicate.

SpamSandwich 32917 comments · 19 Years

Love that they’re going to start coding classes, but an Apple Store is not a great environment for thinking. They’re loud, busy and full of distractions. Would be cool if they leased nearby spaces just for classrooms.

malcolmtucker 84 comments · 11 Years

I’m surprised that old bag, Angela Ahrendts is still with the company.

I would have thought that the Canadian News Exposé, where Apple clearly didn’t have the talent to fix computers resulting in overcharging customers, would have led to a swift board decision to fire her because she leads up that part of the organization.

In the secretly-taped TV news article, Apple Genus Bar employees told a customer the customer’s laptop screen didn’t work because of liquid damage (the laptop was likely in a humid room). However, and in reality, the monitor jack inside the computer came loose. This script is followed thousands of times daily at Apple Stores.

Apple quoted $1299 repair; then laughingly pointed out that it’s “likely” cheaper to buy a new computer; then they said if the screen didn’t work, it’d add another $749; but the motherboard needed replacement first before the screen could be assessed.

At another store, the same computer was opened; and actually, the repair was optional (jack replacement was $149). It was repaired with tweezers to bend a connection back into place; while on camera and faster than Apple could provide a carefully scripted invoice for the repair and also to let the sticker shock sit-in.

The TV exposè showed how Apple customers continually get milked when they are most vulnerable; needing technical expertise and help.

It’s the modern day equivalent of getting a oil change in a car but the dealer saying the engine needs replacement because it’s not new. But that’s what you get when they hire or design a retail organization around a former Burberry fashionista’s perspective like Angela Anrendts.

malcolmtucker said:

I’m surprised that old bag, Angela Ahrendts is still with the company.

I would have thought that the Canadian News Exposé, where Apple clearly didn’t have the talent to fix computers resulting in overcharging customers, would have led to a swift board decision to fire her because she leads up that part of the organization.

In the secretly-taped TV news article, Apple Genus Bar employees told a customer the customer’s laptop screen didn’t work because of liquid damage (the laptop was likely in a humid room). However, and in reality, the monitor jack inside the computer came loose. This script is followed thousands of times daily at Apple Stores.

Apple quoted $1299 repair; then laughingly pointed out that it’s “likely” cheaper to buy a new computer; then they said if the screen didn’t work, it’d add another $749; but the motherboard needed replacement first before the screen could be assessed.

At another store, the same computer was opened; and actually, the repair was optional (jack replacement was $149). It was repaired with tweezers to bend a connection back into place; while on camera and faster than Apple could provide a carefully scripted invoice for the repair and also to let the sticker shock sit-in.

The TV exposè showed how Apple customers continually get milked when they are most vulnerable; needing technical expertise and help.

It’s the modern day equivalent of getting a oil change in a car but the dealer saying the engine needs replacement because it’s not new. But that’s what you get when they hire or design a retail organization around a former Burberry fashionista’s perspective like Angela Anrendts.

Oh, shut up.