Today at Apple is a creative initiative offered online and in Apple’s retail stores around the world with the goal of educating and inspiring customers to go further with their passions and the products they love. After rolling out to every store in 2017, Today at Apple grew to offer 250,000 sessions per quarter attended by millions of people. In 2020, Today at Apple moved online with virtual Webex events.
From augmented reality to photography and music, Today at Apple sessions are shaped by Apple’s latest technologies and customer interests. Apple Stores, in turn, are shaped by Today at Apple. Every recent new store or remodeled space is designed around a session-first experience with a video wall and gathering area known as the Forum. Top locations regularly host exclusive events with local rising artists and established voices in the creative community.