Apple is currently rebranding its stores as a place that doesn’t just sell iPhones or fix Macs. Apple wants its retail stores to be a place where people feel comfortable gathering.
A big part of this push is a new program called “Today at Apple,” which schedules free classes, concerts, and other programming that people can sign up for online with their Apple ID.
“I’ll know we’ve done a really, really great job if the next generation, if Gen Z says, ‘Meet me at Apple. Did you see what’s going on at Apple today?'” Angela Ahrendts told CBS last month when Apple launched the program.
Apple stores have had classes and other programming for a while, but the new push expands these sessions to all Apple retail locations.
Some of the classes focus on video editing, or music production, or accessibility features, but the one that caught my eye was a “Photo Walk” in which an Apple employee with the title of “Creative” guides people through a scenic walk and provides tips and tricks for getting the best photos out of an iPhone. Every Apple store will hold a photo walk this weekend.
I was curious, so I signed up for one. Here’s what happened:
I signed up for a photo walk at Apple’s flagship store in New York on 5th Avenue.
You can sign up for classes here.
The store I went to used to be the iconic glass cube …
… but for now, the store is in a temporary building while the cube is being renovated.