‘Today at Apple’ could put Apple’s growth troubles in the rearview mirror

“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


      1. OK, I get your clever humor.

        However, I don’t think so; I think that the Steve Jobs Apple aims to bring joy and delight first and foremost. Then, by that means, it creates “pedestrian traffic.” Don’t you agree?

  1. Sounds like a near-cliche, nothing like a zinger to jab at the competition which itself would generate love and hate articles debating its use. It generates no emotion at all, the key to good PR no matter what part of the company it comes from.

    That name comes straight from tradition and from the Balmeric-style establishment.

    I truly am disappointed by its lack of creativity.

  2. I avoid Apple’s little shops. Full of smug little employees offering little help and assistance, and little products on the shelf. It’s all too small for me.

    1. Diminution complex?

      You used “little” four times and “small” once regarding Apple in your 27 word comment. That’s a 7% usage which is super high.

    2. Kolache, you’re either thinking of the wrong store or you’ve never been to my local Apple Store. Or you’re merely trolling.

      I’ve heard of crap Apple Store managers. I’ve witnessed too-small Apple Stores. (Mine used to be!). But they’re happily very rare and typically attract Apple’s ire and desire for better.

      IOW: WTF are you talking about?

    3. Small words from a small man. Though I believe the word ‘insignificant’ would be better suited to you.

      Hey everyone, do you know what Kolache’s most commonly uttered sentence happens to be? It is, verbatim, “Mmmm — fire good.”

      1. I must have touched a nerve. Goodness. Does it hurt that much that people feel that they have to respond with such personal attacks. Stay on point, can you? The hate that you express cannot be beneficial to your health and your psyche.

  3. as the article hints at many locations the stores are too small and crowded for this to be effective. I think that’s why the ORIGINAL genius courses and stuff dwindled and died. (The store nearest my house is so crowded you can hardly BUY stuff much less attend a course. And large numbers of people like me are simply not going to drive long distances — three hours, ferry and car for me — to get to an Apple store… )

    If they really wanted to spurt ‘growth’ eh, why don’t they run like a Mac ad campaign? They don’t even run cheap Mac web ads but they run Apple store courses where 4-5 people (according to one poster the other day) attend that needs one full time employee . See you don’t run Mac ADs but you run a course where a few people learn how to do a certain funky thing with a Mac in a store ?

    I’m not saying new initiatives like this are totally bad but I wonder if they are interested in certain things like here ‘growth’ why don’t they do other stuff better as well?

    Look at Apple’s Youtube channel, it could be a place where they can really make Apple shine with videos showing you to do everything with Apple devices. (Note as one visual artist said : when he had a show — which took a long time to set up — in a brick and mortar gallery he might get 20-50 visitors but when he did a proper show at a ‘web gallery’ on a popular art gallery site he might get thousands or tens of thousands of visits from people all around the world) But Apple’s Youtube channel is a mess : a handful of instructional videos mashed with ads and news announcement videos. Giant opportunity wasted. How many times when I needed to solve a problem with my iPad or Mac I needed to go to a THIRD PARTY video (often poorly done by amateurs ) .

    I can go on but I think I’ve made the point. sure they can do these new (and probably very expensive) store courses but why do they neglect stuff like really engaging in web, social media etc? It’s like they spend a year and half designing door handles for the New Campus (which someone passionately argued is a GOOD thing as it shows class) but they don’t do the OTHER like update some Macs since 2013. It’s like Apple today just focuses on a few stuff and leaves so much untapped .

    1. In other words what i’m saying is that Apple today seems to lack a firm overall hand coordinating everything, SVPs seem to be running their own direction without coordination. Coffee Table books but no Mac Pros, Mac courses in stores but no Mac ads, one and half year designed door handles and the horrible Apple TV REMOTE, you got services spending on shows like Planet of the Apps but unable to get even common popular programs from the media houses.

      Apple was designed to radiate from one master brain Steve Jobs , he made sure the parts were coordinated and running smoothly — when he focused on iPods he didn’t neglect Macs — but this centre seems missing in many instances today.

  4. After the flat response to watches and watchbands, Angela must have spent a lot of time “hanging out” at Starbucks. You know, because buying an overpriced computer is exactly like buying an overpriced beverage. It is all too clear that Apple is after the same shallow, privileged, label-focused clientele.

    Isn’t it amazing what a brilliant multimillionaire overpaid broad can come up with to spur more sales when she has no clue what the majority of computer users actually do?

  5. How is this any different from what has been offered at Apple Stores since their inception? Boring. Booooring. Boring may very well be very good business, but for myself, nothing Apple has done since the introduction of the original iPad has gotten my creative juices flowing. All we seem to do in modern tech is reiterate, and it’s, well . . . boring. :/

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