MacStories:

It took nearly 18 months of Apple’s regular Today at Apple promotions through keynote events and press releases, but I finally had my interest in the program piqued. As I wrote earlier this month, whereas every other Apple product is analyzed to death by writers, podcasters, and YouTubers, the company’s retail stores and Today at Apple program are often ignored by tech media. But Apple’s increased trumpeting of its retail initiatives, in the face of a collective shrug from the press, made me wonder what exactly we’re all missing out on here. I mean, if the company is passionate enough about Today at Apple to host over 18,000 sessions per week, then there must be something special about the program.

So I attended my first session.

Apple has been doing these classes and sessions for years. I’ve taken a couple and briefly watched many others. I think it’s a fascinating aspect of the company and something I don’t think any other retail environment has.