“The Apple Store has always been more than a place to buy stuff,” Michale Simon writes for Macworld. “From the moment the first location opened its doors at Tyson’s Corner in Virginia, its main purpose was to create an environment where people could gather to talk, test, and learn about all things Apple.”

Simon writes, “In many ways, Today at Apple, which launched this past weekend at all of Apple’s 495 retail stores, is the culmination of that strategy.”

“While Today at Apple might seem like a ho-hum affair, the pilot program is the company’s first step in spurring growth,” Simon writes. “While Apple is surely working on several new products that it will announce later in the year, its retail strategy is as important to its growth as the next iPhone or iPad.”

Read more in the full article here.

MacDailyNews Take: Hopefully, Today at Apple will be a great success. Leveraging the Apple Stores, something none of Apple’s competitors have in any significant quantity, and establishing yet another point of differentiation for the Apple ecosystem, is a smart move by retail head Angela Ahrendts.

Apple’s biggest launch of the year may have been last week or something – May 21, 2017
‘Today at Apple’ bringing new experiences to every Apple Store – April 25, 2017
Apple is overhauling its stores, and wants them to be the new Starbucks, says Angela Ahrendts – April 25, 2017