Apple has launched a new in-store program called “Today at Apple” which will feature educational hands-on sessions for customers to brush up on photography, video, music coding, art and design.
The free sessions will kick off next month across all of Apple’s 495 stores and will be led by trained team members and, in some cities, world-class artists, photographers and musicians who will teach everything from the basics and how-to lessons to professional-level information.
“At the heart of every Apple Store is the desire to educate and inspire the communities we serve,” said Angela Ahrendts, Apple’s senior vice president of 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.
“We think it will be a fun and enlightening experience for everyone who joins.”
The program will cater to people of all ages and all skill levels and will showcase the features of Apple products that customers love.
For example, customers interested in photography can take the iPhone lesson that shows them how to shoot, organise and edit their images.
For more advanced photographers and enthusiasts, they can join a Photo Walk and leave the store with an expert to learn about light and shadow, portraits, landscapes and storytelling.
Families and educators can also take part in the sessions with teachers invited to Teacher Tuesday to gain some insights into incorporating technology in the classroom and introduce coding with Apple’s Swift to students.
On the weekend families can join weekend Kids Hour session which will include everything from making music to coding with robots.
Even small business owners can get involved with the Business Circuits program and engage with global and local entrepreneurs.
Today at Apple programs will include:
– Studio Hours are Apple’s version of a professor’s office hours. Creative Pros host 90-minute sessions on topics from art and design to documents and presentations. Anyone is welcome to bring in a personal project for advice from experts, or to use the space to work alongside others.
– Photo or Sketch Walks help attendees go beyond capturing moments by exploring new techniques hands on as they interact in their local community. Photo Walks include sessions such as framing architecture or capturing action on video, while Sketch Walks explore observational drawings, watercolour and brush techniques, and more.
– Kids Hour is designed to spark imagination and creativity through fun, hands-on projects. Sessions include coding with Sphero robots, Creating Music with GarageBand, and Making Movies Together with iMovie.
– Coding sessions are meant to introduce anyone to coding through Swift Playgrounds, an iPad app designed to make coding interactive and fun for beginners. These sessions will explore coding concepts with the same code professional developers use every day.
– Photo Labs bring in talented photographers to experiment with new techniques and styles or uncover a new point of view in hands-on sessions. Similarly, Music Labs explore different genres and beats to introduce new tools to musicians of all levels.
– Pro Series take advanced users on a deep dive into Final Cut Pro X and Logic Pro X with sessions on colour correction and grading to post production, or audio mixing to editing for emotion, and more.
– Perspectives and Performances, offered at select stores, feature influential artists and musicians talking about their creative process or sharing their talents live.
Today at Apple will launch worldwide in May with each Apple Store displaying its session topics and times daily.