“Today at Apple,” Apple’s initiative announced last month that offers an expanded set of educational sessions and more at its brick-and-mortar stores, launched its dedicated website this week. The site enables customers to view the available courses and sign up for classes. Currently, consumers can sign up for more than 4,000 education sessions per day across Apple’s 495 stores.
Total Retail’s Take: While Apple has offered in-store classes for years, the idea with the expanded course lineup is to attract more members of the creative community and younger users to its stores, with a variety of classes focusing on subjects like art, design, music and photography. This also allows Apple to differentiate itself from competitors. It’s not just a device and software maker, but also a real-world destination where people can pursue their interests and feel involved in their local creative community.
“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,” said Angela Ahrendts, Apple’s senior vice president of retail, in a statement. “We think it will be a fun and enlightening experience for everyone who joins.”