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| Today at Apple | |
|---|---|
| Name | Today at Apple |
| Founded | 2017 |
| Founder | Apple Inc. |
| Headquarters | Cupertino, California |
| Area served | Worldwide |
| Products | In‑store educational sessions |
| Website | Apple.com |
Today at Apple Today at Apple is a global series of in‑person educational sessions and creative workshops run by Apple Inc. in its Apple Store (retail) locations. Launched in 2017, the program offers hands‑on instruction in photography, music, coding, design, and productivity using Apple Inc. hardware and software such as the iPhone, iPad, MacBook Air, Logic Pro, and Final Cut Pro. Sessions have been held in flagship venues from Apple Park to landmark retail sites in cities like New York City, London, Tokyo, Shanghai, and Sydney.
Today at Apple presents a schedule of short‑format and long‑format sessions aimed at consumers, students, and creative professionals, taught by Apple‑trained Specialists and guest instructors. Programming emphasizes practical workflows for devices including the iPad Pro, iMac, Apple Pencil, and apps like GarageBand, Photos (Apple), Keynote (Apple), and Swift Playgrounds. Sessions are free in most markets and are promoted alongside Apple events such as product launches at Steve Jobs Theater and seasonal campaigns in partnership with institutions like museums and cultural centers including The Metropolitan Museum of Art, Tate Modern, Louvre, and Museum of Modern Art.
The initiative was announced by Tim Cook and rolled out across global Apple Store (retail) locations, evolving from earlier retail‑based training programs and Genius Bar services introduced during the tenure of former executives including Ron Johnson and Angela Ahrendts. Early iterations drew on Apple’s legacy of combining retail and education, reminiscent of partnerships with organizations such as (RED), (Product) RED, and philanthropic programs linked to Susan G. Komen‑style campaigns. Expansion included flagship openings at sites like Apple Fifth Avenue, Apple Piazza Liberty, Apple Omotesando, and the Apple Carnegie Library conversion, often timed with city planning milestones and architectural projects by firms like Foster + Partners and Snøhetta.
Formats range from 30‑minute demonstrations to multi‑hour labs and multi‑session artist residencies. Curriculum categories include photography and video, music and podcasting, coding and app development, art and design, and productivity workflows for students and professionals. Instructional materials reference hardware like the Magic Keyboard and technologies such as A12 Bionic and M1 (Apple) chips, alongside software ecosystems including iOS, macOS, iPadOS, and developer tools such as Xcode and Swift (programming language). Special series have featured guest artists and technologists from institutions including Adobe Systems, Nike, Disney, Pixar, Sony Music Entertainment, Universal Music Group, National Geographic, and BBC.
Sessions are hosted in Apple Store Experience rooms, Forum spaces, and flagship store plazas in metropolitan centers such as San Francisco, Los Angeles, Chicago, Berlin, Paris, Seoul, Hong Kong, Singapore, and São Paulo. Notable venue integrations include the Apple Store, Covent Garden concept, adaptive reuse projects like Apple Carnegie Library and waterfront installations near Sydney Opera House. Seasonal pop‑ups and touring formats have appeared at festivals and conferences such as SXSW, CES, IFA (trade show), Cannes Lions, and New York Fashion Week.
Apple has collaborated with cultural institutions, educational organizations, tech companies, and public agencies to expand programming. Examples include partnerships with The Metropolitan Museum of Art, Tate Modern, MoMA, Smithsonian Institution, and arts education nonprofits like Young Audiences Arts for Learning and Boys & Girls Clubs of America. Technology and media collaborators have included Adobe Systems, Spotify, Apple Music, Coursera, Udacity, and coding education groups such as Code.org and Girls Who Code. Corporate and philanthropic tie‑ins involved organizations like World Wildlife Fund, UNICEF, and (RED).
Critics and cultural commentators have evaluated the program across retail innovation, urban design, and creative pedagogy. Coverage in outlets such as The New York Times, The Guardian, Wired (magazine), Bloomberg, and Financial Times discussed effects on retail foot traffic, community engagement, and brand ecosystems, with academic observers from institutions like Stanford University, Harvard University, Massachusetts Institute of Technology, and University of California, Berkeley analyzing educational outcomes. Impact metrics cited by Apple referenced attendance figures, local partnerships, and case studies involving emerging artists, filmmakers, and app developers who later worked with organizations like Netflix, HBO, Apple TV+, Sony Pictures, Warner Bros., and Paramount Pictures.
Accessibility initiatives align Today at Apple with Apple’s broader accessibility work championed by figures such as Tim Cook and teams within Apple Accessibility, incorporating assistive technologies like VoiceOver, Switch Control, AssistiveTouch, and Closed Captions. Inclusion efforts feature outreach to community groups including Special Olympics, National Federation of the Blind, Deafness Forum‑style organizations, and education programs for underserved students in collaboration with school districts and nonprofit partners such as DonorsChoose and Teach For America.