Apple is taking Apple TV off the screen and into the real world with a public fan event designed to showcase its growing slate of original series.
The company will host a free "Think Apple TV" activation at Westfield Century City in Los Angeles across two weekends, running April 23 through April 26 and April 30 through May 3.
Interactive experiences tied to shows include Pluribus, Shrinking, Your Friends & Neighbors, The Morning Show, Slow Horses, Stick, and Margo's Got Money Troubles.
Apple says the event will feature themed exhibits and displays, along with Shot on iPhone experiences built around newer pro camera features. Visitors will also be able to customize sweatshirts and tote bags tied to Apple TV shows.
Hours run from 12 p.m. to 8 p.m. each day with sweatshirt and tote bag customization available, followed by walk-up access from 8 p.m. to 10 p.m. without merchandise customization. Guild and Television Academy members with valid membership cards will receive expedited check-in.
Apple is turning Apple TV into a physical marketing campaign
Apple TV has built a stronger catalog over the last several years than its cultural footprint sometimes suggests. The service still struggles to translate critical success into broad recognition outside its core audience.
In Los Angeles, a mall activation is offering a unique opportunity for Apple TV to connect with shoppers, fans, press, and industry professionals. Many may already know the brand, but this event aims to introduce them to its broader offerings.
Apple TV show - Foundation
Apple is showcasing a diverse lineup, as reported by Deadline, that includes comedies, dramas, prestige series, documentaries, and science fiction projects.
- Chief of War
- Down Cemetery Road
- For All Mankind
- Foundation
- Hijack
- Imperfect Women
- Invasion
- Knife Edge: Chasing Michelin Stars
- Loot
- Monarch: Legacy of Monsters
- Mr. Scorsese
- Murderbot
- Palm Royale
- Platonic
- Prehistoric Planet: Ice Age
- Smoke
- Stiller & Meara: Nothing is Lost
- The Buccaneers
- The Last Thing He Told Me
- The Reluctant Traveler with Eugene Levy
- Widow's Bay
Why the event makes sense for Apple
Breadth matters here because Apple still needs to prove Apple TV is more than a place where a few acclaimed shows appear each year. A live event makes that case more clearly than a trailer drop or an app carousel.
Apple already knows how to build controlled, visually polished environments that turn products into experiences. The company is now extending that same approach to Apple TV as a natural evolution of its retail playbook.
Apple TV show - For All Mankind
Photo opportunities, branded merchandise, and interactive displays bring streaming content to life, similar to demo tables for iPhone and Mac. The Shot on iPhone component highlights iPhone camera capabilities and connects the event to Apple TV.
Century City, a relevant market for a promotion like this, provides Apple with a built-in audience of shoppers, media, and entertainment industry insiders.
