Apple Launches New Initiative To Better Humanize Their Services, Products

Fellow Apple users should check out the company’s new initiative “Today at Apple” if they haven’t already. This includes a whole host of free classes–ranging from photo and video to music, coding, art and design and more–at your nearby Apple store to become a more adept iPhone or Mac user. The planned initiative is said to go live this month in 271 domestically-based Apple stores and overall in 495 stores.

In a press release, the company’s Senior Vice President of Retail said the initiative is all about educating and inspiring the clientele they serve to produce a better Apple experience.

“At the heart of every Apple Store is the desire to educate and inspire the communities we serve,” said Angela Ahrendts, Apple’s senior vice president, Retail. “‘Today at Apple’ is one of the ways we’re evolving our experience to better serve local customers and entrepreneurs. We’re creating a modern-day town square, where everyone is welcome in a space where the best of Apple comes together to connect with one another, discover a new passion, or take their skill to the next level. We think it will be a fun and enlightening experience for everyone who joins.”
The free courses will be available to Apple users of all ages and skill levels. Moreover, the series will include a section dedicated to children called “Kids Hour“:
  • Kids Hour is designed to spark imagination and creativity through fun, hands-on projects. Sessions include coding with Sphero robots, Creating Music with GarageBand and Making Movies Together with iMovie.

The “Today at Apple” sessions will also include the following courses: Photo or Sketch Walks to capture moments using new techniques, coding via Swift Playgrounds, exploring new techniques and styles in Photo Lab,  Pro Series classes on Final Cut Pro X and Logic Pro, and a lecture called Perspectives and Performances that allows artists and musicians to share their talents live.

Apple is one of the most successful companies out there–often attracting a cult-like following. Their attempt to humanize their products and services, however, should be applauded. Apple realizes technology should be a friend and not a foe. More companies need to be attuned to customer needs and offer some skill building  in the process.


About the author

Gabriella Hoffman

Gabriella Hoffman is a media strategist based in the Washington, D.C. Metro Area. She has written for The Resurgent since March 2016 and serves as their D.C. Correspondent.

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