STORE SPACES

Apple launches new store initiative

BY Deena M. Amato-McCoy

Apple wants to give its shoppers more reasons to visit its stores than to make a purchase or visit the Genius Bar.

The tech giant has launched a new initiative, called “Today at Apple," in all 495 Apple stores. The program features more than 60 hands-on sessions in a range of topics, including photography, music, art, design and coding. According to Apple, the classes will be led by highly-trained team members, and, in select cities, world-class artists, photographers and musicians. There will be special programs for families and educators.

The new program is part of retail chief's Angela Ahrendts effort to reinvent the Apple store experience. Apple expects the classes to reinforce engagement among current and potential customers as it looks to connect with shoppers beyond their need to purchase a new laptop or visiting the Genius Bar for repairs.

“At the heart of every Apple Store is the desire to educate and inspire the communities we serve,” said Angela Ahrendts, Apple’s senior VP, retail. ‘Today at Apple’ is one of the ways we’re evolving our experience to better serve local customers and entrepreneurs. We’re creating a modern-day town square, where everyone is welcome in a space where the best of Apple comes together to connect with one another, discover a new passion, or take their skill to the next level."

The company’s existing in-store tutorial classes will continue, but content will be redesigned under the new format. To deliver the new programs, each store will receive new mobile display screens designed specifically for “Today at Apple” sessions, as well as updated seating and sound.

To find out which classes will be available over a two-week location at Apple locations, customers can visit the Today at Apple webpage, and click on a category icon.

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