The new events at Apple Stores around the world have just gone live. I’ve tried out some of them and talked in depth to Angela Ahrendts, Apple’s Head of Retail since 2014.
“We’re excited because what we’re doing is changing so many things. Not just the face of retail, but the impact that companies can have on a community,” she said. “I would say that the architecture of the stores, that’s our hardware, and what we do inside is the software. This is an updated software release of the in-store experience. Basically, it’s a new store experience and it’s called Today at Apple.”
It’s the live events, held in every Apple Store, which are changing. They are comprehensive and completely free – you don’t even need to own an iPhone or iPad, they’ll be loaned to you at the session. Ahrendts described where the new plan came from, beginning by referencing the late Steve Jobs, Apple’s co-founder.
“You know, Steve built Apple Retail. He told the teams when he hired them that they’re not allowed to sell. He said they have no commission, no quotas. He told them, ‘Your job is to enrich their lives and you have to do it through the lens of education.’ He also said that Apple is the crossroads between liberal arts and technology. Well, we were brilliant in the stores at technology. But how do we unlock that liberal arts piece?”
