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Angela Ahrendts Talks About Apple’s New In-Store Initiatives [VIDEO]

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Angela Ahrendts, Apple’s Senior Vice President of Retail, was interviewed by Daniel Roth of LinkedIn about the future of retail and the new Today at Apple concept. Retailers have been failing at an increasing rate in the US, in part due to competition from online stores.

The tech giant recently launched a new initiative, called “Today at Apple,” in all 495 Apple stores, reads a new report from Apple Insider. The program features more than 60 hands-on sessions in a range of topics, including photography, music, art, design and coding.

According to Apple, the classes will be led by highly-trained team members, and, in select cities, world-class artists, photographers and musicians. There will be special programs for families and educators.

According to Ahrendts, retailers need to adapt by focusing more on shoppers’ experiences. Ahrendts also detailed some of the store changes being rolled out to support Today at Apple, including additional seating, audio equipment modifications, and the installation of 50,000 beacons in 30 countries.

The new program is part of retail chief Angela Ahrendts’ effort to reinvent the Apple store experience. Apple expects the classes to reinforce engagement among current and potential customers as it looks to connect with shoppers beyond their need to purchase a new laptop or visiting the Genius Bar for repairs.

“At the heart of every Apple Store is the desire to educate and inspire the communities we serve,” said Angela Ahrendts, Apple’s senior VP, 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.”

Check out the full interview below.

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