Today At Apple

If you’ve visited any Apple store over the past few years, you’ve probably observed the tiny Sphero robots that often zoom around, piloted by children testing out iOS-connected accessories. Depending on the visit, you may have also noticed elaborate patterns constructed from blue painters tape on the store’s floor. These mazes are used as a course for the Sphero Maze Challenge Kids Hour, a popular Today at Apple session. While the mazes began with rudimentary layouts serving as obstacle courses for the robots, an increasing number of stores have turned the maze designs into a new art form that adds an extra dash of creativity.

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Architecture, creativity, and community. These are the themes that best summarize Apple retail in 2018. Over the past year, Apple has worked in new ways to expand its global and local reach. The company has challenged the traditional definition of brick-and-mortar stores during an uncertain time for many retailers. By opening increasingly ambitious and inviting locations supported by an engaging schedule of creative events, Apple hopes that its 500 million yearly visitors won’t just shop, but also discover a place to connect with like-minded individuals in their own communities.

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I remember when the Today at Apple initiative was first announced, I mentally shrugged. It was, I thought, just a rebranding of the workshops that had existed for many years. I thought it was an excellent idea to draw attention to them – I’ve long been a big fan – but Apple seemed to be presenting an old idea as if it were a brand new one.

But subsequent news and a recent visit to the revamped flagship London store in Covent Garden has persuaded me that the initiative is actually a much bigger deal. Apple has transformed what used to be a fairly well-kept secret into something which is now key to its brand image …

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This week’s Apple event in Brooklyn introduced more than new Macs and iPads. Today at Apple, the company’s platform of in-store creative sessions, received a massive update. After launching globally 18 months ago, the results of Apple’s efforts are beginning to show in a big way. While new hardware and slick designs catch eyes, Today at Apple is becoming Apple’s most underestimated competitive strength in metropolitan areas and a powerful platform to feature upcoming creative talent on a local and global level. 

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During this morning’s special event in downtown Brooklyn, Apple announced that its program of creative and educational sessions held at retail stores across the world will be significantly transformed. The program, collectively called Today at Apple, rolled out globally in 2017 and has become an essential part of Apple’s contemporary retail experience.

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Beginning today, eight flagship Apple stores in seven select cities across the world will host notable Today at Apple sessions throughout the entire month of October. The sessions are being hosted in collaboration with The Big Draw Festival, a global celebration of drawing.

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With every Apple product launch, possibilities arise for new features to change the ways we use our devices and expand our current capabilities. Yesterday’s releases of iOS 12 and watchOS 5 include several changes that build upon existing technologies to create more compelling user experiences. Combined with new iPhone and Apple Watch models announced last week and shipping this Friday, fall’s releases open the door to a world of new skills for users to learn.

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“We will know we have done really great if it feels like a town square,” explained Apple’s SVP of Retail Angela Ahrendts in May 2016. Ahrendts was specifically referring to Apple’s flagship Union Square store in San Francisco, but the goal was part of a broader initiative to reimagine the experience of all Apple retail stores.

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Speaking today in an interview at the annual Cannes Lions Festival in France, Apple’s SVP of retail Angela Ahrendts shared her vision for the future of Apple retail and gave an update on Today at Apple programs.

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Apple has shared details on this year’s camp program for kids ages 8-12 along with opening registration for the free sessions that start next month. Like last year, there are three tracks to choose from that are made up of three, 90 minute sessions.
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Some of my favorite WWDC presentations over the past few years have been those that focused on thoughtful UI design and prototyping, so when I heard that the same topics would be the focus of new Today at Apple sessions, I was curious to try one out myself.

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I’m a big fan of Apple Store workshops. A couple of Final Cut Pro X workshops were really helpful, one of them so much so I did it twice.

But reserving a space on one isn’t always easy …

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Today at Apple is a great program that offers free educational and inspirational sessions. Now, the company will be expanding the available sessions with one aimed at helping new app developers getting started.

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Twelve short months ago, Today at Apple sessions rolled out to Apple stores worldwide. Since then, thousands of free programs spanning a range of creative topics, from learning how to use Swift Playgrounds to taking a sketch walk in the community have been held daily. The sessions have become a key part of Apple’s recent retail philosophy which aims to reimagine Apple stores as modern-day town squares. With a full year in the books, it’s a fitting time to review the growth of Today at Apple, how well it has remained true to its goals, and what may be in store for year two.

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Apple retail chief Angela Ahrendts has published a new article on LinkedIn, and in it she discusses the Apple Store’s evolution over the past few years. Ahrendts specifically hypes the recently launched ‘Today at Apple’ initiative rolled out this year at all Apple Stores.

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Apple is opening registration for its annual Camp program for kids at Apple Stores starting today. Three tracks for kids 8-12 this year include sessions on iMovie, GarageBand, and coding. Apple has also introduced new Today at Apple offerings with new Kids Hour sessions covering robotics, filmmaking, and illustration for ages 6-12.

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