Apple Introduces New In-Store Sessions

CUPERTINO — Apple’s retail stores are introducing a new set of Today at Apple sessions in three expanded formats — Skills, Walks and Labs — which offer hands-on group sessions focused on photography, video, music, coding, app development, art and design and more.

The new sessions are free at every Apple Store worldwide and allow visitors to find the right session for their interests and skill level in order to unlock their creativity, inspire learning and encourage connection.

Since the launch of Today at Apple in 2017, Apple has held over 18,000 free sessions a week attended by millions of participants around the world. This newest release expands on the most popular types of Today at Apple sessions, Walks and Labs, providing visitors even more opportunities to get more out of their products, find inspiration in their community and discover guidance from world-class creators.

“Since the beginning, Today at Apple has been about educating and inspiring the communities we serve. These new sessions are an opportunity to unlock the creative potential in all of our customers,” said Angela Ahrendts, Apple’s senior vice president of Retail. “There is a session for everyone at Today at Apple and we can’t wait to see what you will create.”

The three new Today at Apple session formats are meant to increase learning and creativity:

  • Skills are meant for those interested in learning new creative techniques to go further with our products, such as making a quick video with the Clips app or editing photos on iPhone. New Skills sessions include Notes and Chords with GarageBand, Sketching Ideas in Notes, Photo Editing Techniques and more.
  • Walks invite customers to venture outside of the store with a Creative Pro, where they will explore their surroundings, connect with their community and put new skills to use across passions like photography, music or health. New Walks include Capturing Cinematic Shots, Creating Soundscapes with GarageBand and a Health and Fitness Walk, Staying Motivated co-created with fitness expert Jeanette Jenkins.
  • Labs help customers experiment with creative techniques and complete the session with the beginning of a project. Many Labs have been co-created with world-renowned artists and makers. Building on the success of Labs with Florence Welch and photographer Chase Jarvis, skilled customers can find inspiration in new Labs like Beat Making with Swizz Beatz, Small Screen Magic with Zach King and Drawing Treehouses with Foster + Partners.

To improve the Today at Apple experience in every store, Apple is upgrading the existing fleet of stores with design elements that greatly increase the store’s Today at Apple sessions and capacity. These upgrades include the addition of The Forum, an area of the store with a large video wall and seating, serving as a meeting place for the local community and home for Today at Apple. Some stores will add Avenues and, where possible, a grove of trees with integrated seating.