How ‘At present at Apple’ is turning into an unsung hero that may’t be cloned

This week’s Apple event in Brooklyn launched greater than new Macs and iPads. At present at Apple, the corporate’s...

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How ‘Today at Apple’ is becoming an unsung hero that can’t be cloned
This week’s Apple event in Brooklyn launched greater than new Macs and iPads. At present at Apple, the corporate’s platform of in-store artistic periods, received a massive update. After launching globally 18 months ago, the outcomes of Apple’s efforts are starting to point out in an enormous means. Whereas new {hardware} and slick designs catch eyes, At present at Apple is turning into Apple’s most underestimated aggressive energy in metropolitan areas and a strong platform to function upcoming artistic expertise on a neighborhood and international stage. 

12″ MacBook

“No-one else has something like At present at Apple,” Tim Cook dinner stated onstage this previous Tuesday. His remark represents greater than a transitional comment. Whereas Apple’s {hardware}, software program, and bodily shops are consistently cloned by rivals, At present at Apple is an expertise virtually inconceivable to duplicate. Similar to the ecosystem created by the combination of iPhone {hardware} and iOS, At present at Apple is simply attainable by way of the mix of well-designed retail areas and a vibrant artistic group. Retail SVP Angela Ahrendts has usually compared Apple shops and At present at Apple to {hardware} and software program.

In Shanghai, China, smartphone maker Huawei has lately opened a brand new “Smart Living” retailer that takes cloning Apple’s retail format to the following stage. Past utilizing the same aesthetic, the shop makes an attempt to duplicate Apple’s Discussion board, Video Wall, and seating. However missing compelling content material or an group behind it, Huawei’s Discussion board will really feel uninspired.

Today at Apple

The identical is true of different rivals like Microsoft, Samsung, and Google. Would you go to a Picture Stroll at a Microsoft retailer? Do you belief a Google retail worker to show you the way to attract? Is there a gaggle of passionate musicians devoted to Samsung platforms?

Apple has captivated the artistic group for over 40 years, and many individuals internationally have finished their life’s work with Apple merchandise. This yr’s “Behind the Mac” advert marketing campaign completely encapsulates why individuals are enthusiastic about At present at Apple.

In-store periods aren’t completely new. Apple shops have held workshops in a single type or one other since their introduction in 2001. However till At present at Apple, periods had been extra centered on technical coaching and lacked the identical artistic spark.

As Apple faucets the enthusiastic base of creators loyal to its merchandise, retail messaging has modified. Final yr at Steve Jobs Theater, Angela Ahrendts famous that new Apple shops are extra like “city squares,” a remark that made waves on social media.

Today at Apple

This yr’s retail replace was completely centered on At present at Apple. Bodily areas receded to the background. Ahrendts introduced the launch of At present at Apple in Thailand reasonably than the opening of a new store. It is a delicate however essential distinction. In cities the place the thought of a retail retailer or a privatized “city sq.” has been met by a bitter reception, positioning Apple’s places first as occasion venues with a facet of product gross sales could show extra palatable.

Out of the 60 new Today at Apple sessions introduced to reach quickly, a number of have been co-created with rising consultants of their respective industries. Apple piloted two co-created periods this summer season with musician Florence Welch and photographer Chase Jarvis, and is now increasing the initiative. As extra traditional shops add Boards — 70 will subsequent yr — the chance to design a session with Apple will turn into a supply of invaluable publicity for creators.

Today at AppleSan Francisco, Seoul, Hong Kong, Milan.

Apple retail shops boast 500 million guests every year, and 18,000 periods at the moment are hosted each week. Stroll into any retailer from New York to South Korea proper now, and also you’ll see the identical imagery displayed on each Video Wall. The power to succeed in an viewers that extensive in a bodily house has by no means been attainable earlier than.

Whereas Apple might be shy about revealing the creators behind a few of its commissioned artwork, At present at Apple has been a model citizen. It’s paying homage to the iPod days, the place a band’s visibility may very well be catapulted by a function in an Apple advert. Along with co-created periods, Apple has taken occasion planning to a worldwide scale. Native expertise is usually spotlighted on a store-by-store foundation with one-time periods.

It’s not clever to view Apple with the identical lens as different retailers. Comparisons to competing brick-and-mortar chains are shortly dropping relevance as Apple executes in instructions others have but to discover. At present at Apple isn’t only a program. At present at Apple is Apple retail.

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