Apple will hype TV+ shows in upcoming creative sessions at Fifth Avenue store

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Apple will show off Apple TV+ at its Fifth Avenue Apple Store.
Apple recently reopened its Fifth Avenue Apple Store.
Photo: Apple

Apple is using its Apple Store “Today at Apple” creative sessions to showcase Apple TV+ content. As part of upcoming events at its newly reopened Fifth Avenue Apple Store, Apple will focus on promoting films and TV shows from its streaming video service.

In one case this will involve an appearance from the crew behind the production.

There are two free events announced so far. The first will take place on September 25 at 1pm EST. It will feature Apple’s environmental VP Lisa Jackson and the crew of movie The Elephant Queen. The event description notes that audiences can:

“Join us for a conversation about The Elephant Queen, an Apple Original film about an epic journey of family, courage, and coming home. Apple’s Lisa Jackson will moderate a conversation about the complex relationship between humans and nature with filmmakers Victoria Stone and Mark Deeble and Conservation International CEO M. Sanjayan.”

The second event, taking place on September 28 at 11am, promotes Peanuts cartoon Snoopy in Space. Audiences will be invited to:

“Create [their] own astronaut in the iconic Peanuts style. Using the Procreate app on iPad Pro with Apple Pencil, bring your character to life with a colorful spacesuit, unique hair style, and fun accessories. Devices will be provided.”

From the description, it sounds like neither event will feature a screening of the content in question. Audiences will have to wait until November 1 when Apple TV+ launches, with both productions as part of the line-up. However, it seems likely that Apple will show excerpts from both.

Apple Stores as Apple TV+ hype machine

I suspect that this will be just the first example of Apple using its Apple Stores to show off Apple TV+. This is reportedly one of the reasons Apple wants to keep its shows squeaky clean. By avoiding content that is overly adult, Apple will be able to show this content in Apple Stores with families present.

At its Show Time event earlier this year, Apple was more than happy to draft in filmmakers and actors to show off Apple TV+. It would make sense to do more of this going forward, as a way of building buzz around its shows. Apple already hosts Apple Store concerts and, sometimes, sessions with actors and directors. Why not make this part of the hype package for any new Apple TV+ show?

Hey, it’s one more reason to keep an eye on your local “Today at Apple” listings. Even if the really big names will likely be sticking only to the biggest flagship stores.