Cannes Lions

Today@Apple

APPLE, Cupertino / APPLE / 2018

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Overview

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Credits

Overview

Description

The Apple Store has always been about more than selling products. Its purpose is to enrich the lives of each and every person who visits them. To help people go further with Apple technology and to strengthen the bond between the stores and the community, Apple created educational experiences designed around meaningful human interactions. Today at Apple is daily programming to help people take their creativity further. With sessions happening every day in every Apple Store around the world, people can come together to pursue the things they’re most passionate about like photography, music, and coding. All using the latest Apple products and technology. They learn by doing as they work hand-in-hand with Creative Pros (an entirely new Apple role) and renowned musicians and artists. The goal of Today at Apple is to encourage human connection, inspire learning, and unlock the creativity in us all.

Execution

Bringing Today at Apple to life was a massive undertaking that required the most significant redesign of the Apple Store since it was opened. Stores were reimagined as town squares with new public spaces called Forums featuring state-of-the-art 6K monitors. An entire curriculum was created from scratch for learners of all levels, with dozens of free sessions offered every day. To enable sign-ups for more than 65,000 sessions each week, a website and reservation system was built from the ground up.

Outcome

Since Today at Apple launched in May of 2017, more than 600,000 sessions have taken place and millions of people have participated. Renowned musicians, artists, designers, and community leaders have used the platform to share their work and inspire the next generation of creatives. Every day at every Apple Store around the world, customers are expanding their creative skills in Photo Walks, Sketch Walks, Studio Hours, Coding sessions, and so much more. And new programs are being added all the time.

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