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The iPhone maker has previously been forced to temporarily close stores and recently delayed its return to the office as the virus has surged. In the latest sign that things are returning to normal for the company, Apple is planning to bring back its educational classes to retail locations in the US and Europe, according to Bloomberg.
The sessions, known as Today at Apple, are expected to kick off on August 30th, though that roadmap could be delayed in areas where the virus is on the rise. Apple moved the events online last year. There were no pushy salespeople urging you to take advantage of the latest limited-time offer or time limits imposed on trying the products on display.
Apple encouraged people to linger at the counters and spend a little more time at the stores, and that philosophy influenced the evolution of the store design, as software aisles gave way to casual seating and checkout lines were replaced with roving scanners.
The program is an extension of its occasional concert and class series, and aims to make the store a regular destination for customers, with structured, continuous sessions on a variety of topics. For example, my local Providence Place Apple Store has around 20 classes each day, starting as soon as the store opens at 10 a. You'll even see photo and sketch walks that take you outside of the store.
All stores are getting new mobile screens to help present "Today at Apple" sessions, as well as the seating and sound systems to match. The new workshops will be available by the end of May. As for the larger stores' upgrades? That's likely to vary by location, but it'll likely be impossible to miss. Apple retail chief Angela Ahrendts tells CBS that this isn't so much a reinvention as a logical extension of what the tech giant has already been doing in its stores.
And yes, she imagines that people might soon decide to meet at Apple instead of the nearby coffee shop.
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