Here’s how Apple plans to make its stores more magical

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Angela Ahrendts talked about making Apple stores remain relevant.
Photo: CBS

Apple is bringing new “hands on” sessions to its stores, enlisting artists, Mac experts and celebrities in a bid to make its retail outlets more engaging.

Angela Ahrendts, Apple’s senior vice president of retail, introduced the scheme on CBS This Morning. She also laid out plans for getting Gen Z interested in Apple, discussed women’s role at the company, and stressed the importance of forging human connections in the digital age.

The new Today at Apple initiative will launch next month in Apple stores everywhere. The free hands-on sessions will span more than 60 sessions in creative skills, including photography, coding and music creation. Classes will range from basic “how to” lessons to professional-level programs.

In some stores, celebrity guests will appear — such as an “Art of Beatmaking” session with Wu-Tang Clan producer RZA at Apple Williamsburg, Brooklyn.

Angela Ahrendts talks all things Apple

Since arriving at Apple in late 2013, Ahrendts has worked to keep Apple stores relevant in the age of digital shopping, whether through store redesigns or programs like the Today at Apple initiative, which seek to provide an added reason to go into Cupertino’s retail stores.

You can check out some of her other observations below:

Why Angela Ahrendts wants Gen Z to say, “Meet me at Apple”

Apple exec Angela Ahrendts on getting back to human connections

Angela Ahrendts on executive pay, women at Apple

SVP of retail Angela Ahrendts reveals redesigned Apple stores

Apple exec Angela Ahrendts on “responsibility” of big companies

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  • Mimi Gauw

    Is it me, is she a little disconnected from how the real world is; the rest of the world that she doesn’t see? She is just looking around her and not beyond. In my company I went to a seminar for employees in administrative roles and it was 100% women.