Apple launches global in-store education program

A teacher for the Apple.
By  on 
Apple launches global in-store education program
Look, we're learning at the Apple store Credit: Apple

Apple has nearly 500 stores around the world. Now those retail spaces will double as education centers.

On Tuesday, the company unveiled "Today at Apple," a new in-store program of educational sessions that will run the gamut from beginner to pro-level. Apple has piloted some similar programs, but only on a limited basis. This will be Apple's most robust, in-store effort yet.

The free sessions, which will go global in May, will be geared toward multiple disciplines and ages, and attendees will be able to take courses, like iPhone Photography, over time that slowly improve their skills in one discipline.

To help support Apple's new in-store initiative, each store is getting a small update with new seating and sound systems, as well as updated wall, mobile and forum displays.

"'Today at Apple' is one of the ways we’re evolving our experience to better serve local customers and entrepreneurs," said Angela Ahrendts, Apple’s senior vice president of retail, in a release. "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.”

Mashable Light Speed
Want more out-of-this world tech, space and science stories?
Sign up for Mashable's weekly Light Speed newsletter.
By clicking Sign Me Up, you confirm you are 16+ and agree to our Terms of Use and Privacy Policy.
Thanks for signing up!
Mashable Image
Today at Apple could include chats with performers and artists. Credit: Apple

Apple is by no means the first with this brilliant idea. When Microsoft opened its flagship store on New York City's Fifth Avenue, it devoted a large space to in-store workshops on everything from Minecraft to Azure.

Many of Apple's "Today at Apple" courses will be taught by trained in-house Apple employees and some creative professionals and artists. There will also be Teacher Tuesday programs where families and teachers can come to learn Swift coding and a weekly Kids Hour focused on creative, hands-on projects. While Apple expects most "Today at Apple" attendees to bring their own equipment, it will have some spares to share on a per-session basis.

Apple's "Today at Apple" programs are broken down into a variety of session types including Studio Hours, where customers can bring in their own personal projects for guidance or co-working, Photo or Sketch Walks, which start in store and then lead people outside to help people better capture their world and community through photo and art.

There will even be some performances, only at some Apple stores, where musicians and artists perform and talk about their craft.

"Today at Apple" attendees will, when the program launches in full next month, sign up for sessions on Apple's website, where they'll probably also find a schedule. Frequency will depend on the sessions, according to Apple, though basic courses could run as often as daily.

Free, in-store classes are not just about education and altruism. "Today at Apple" could mean more retail foot traffic and, potentially, more Apple customers exposed to new products and technologies that they'll eventually want to buy and integrate into their lives.

Topics Apple

Mashable Image
Lance Ulanoff

Lance Ulanoff was Chief Correspondent and Editor-at-Large of Mashable. Lance acted as a senior member of the editing team, with a focus on defining internal and curated opinion content. He also helped develop staff-wide alternative story-telling skills and implementation of social media tools during live events. Prior to joining Mashable in September 2011 Lance Ulanoff served as Editor in Chief of PCMag.com and Senior Vice President of Content for the Ziff Davis, Inc. While there, he guided the brand to a 100% digital existence and oversaw content strategy for all of Ziff Davis’ Web sites. His long-running column on PCMag.com earned him a Bronze award from the ASBPE. Winmag.com, HomePC.com and PCMag.com were all been honored under Lance’s guidance.He makes frequent appearances on national, international, and local news programs including Fox News, the Today Show, Good Morning America, Kelly and Michael, CNBC, CNN and the BBC.He has also offered commentary on National Public Radio and been interviewed by newspapers and radio stations around the country. Lance has been an invited guest speaker at numerous technology conferences including SXSW, Think Mobile, CEA Line Shows, Digital Life, RoboBusiness, RoboNexus, Business Foresight and Digital Media Wire’s Games and Mobile Forum.


Recommended For You
T-Mobile and Starlink launch beta program for satellite connectivity
the starlink logo on a smartphone


Apple released its list of the best App Store apps of 2024
Apple App Store logo on iPhone screen


Apple Store is down ahead of new iPhone launch
Apple Store down

Trending on Mashable
NYT Connections hints today: Clues, answers for February 28, 2025
A phone displaying the New York Times game 'Connections.'

Wordle today: Answer, hints for February 28, 2025
a phone displaying Wordle

Lego is giving away an exclusive Steering Wheel for free. Here’s how to get yours.
Heap of multicolor Lego Blocks. White background. Studio shot.


Stock up on free fantasy books in the latest Stuff Your Kindle Day
Selection of book covers
The biggest stories of the day delivered to your inbox.
These newsletters may contain advertising, deals, or affiliate links. By clicking Subscribe, you confirm you are 16+ and agree to our Terms of Use and Privacy Policy.
Thanks for signing up. See you at your inbox!