Ahrendts has already made clear Apple’s vision to make Apple Stores more than just a place to purchase Apple devices and accessories. I see this as the logical next step towards realizing that vision. Sure, they’ve been offering workshops at their stores for a long time now, but “Today at Apple” seems to be a doubling down on making those workshops better and available to more users.
I don’t think it’s just that, though. I’ve noted before how communication is an area Apple was sorely lacking in. Seeing how these programs cater to a wide range of users – aspiring photographers to programmers to teachers – this seems to be a major way that Apple wants to show users the use cases their products are best suited for.
Perhaps a better way to have gone about this (or rather, a way this could be improved or taken to another level) is to take advantage of the internet and bring these programs online. While a retail presence of 495 stores worldwide is impressive, the amount of people who can attend “Today at Apple” programs at these stores is a blip compared to Apple’s user base of millions upon millions.