Apple. It's a company that takes as much care in its packaging, or a marketing video, or a single session in one of its stores, as it does in creating its products.
Indeed, I have observed in the past that Apple can take more care and pride in a single marketing video than its competitors can take in their entire product ranges. It's yet another example of where Apple will say no a thousand times to a thousand different ideas before saying yes to one that it knows is truly worth doing.
So, when Apple says its Australian stores are adding two new sessions later this week for budding musicians and photographers, "where anyone can now make beautiful music supported by Florence Welch (from Florence and the Machine) or take the perfect photo in a session co-created by Chase Jarvis (a world renewed photographer)", you know these sessions weren't just thrown together, but created with a great deal of care.
However, some of you might be asking, what is "Today at Apple"?
The Today at Apple sessions take place every hour (during store hours) at every one of Apple's stores around the world and in Australia alone there are 1,000 hours of free programming on offer each week. The new Lab sessions will become part of the Today at Apple curriculum.
It's impressive stuff, and you rarely see any other company going to the trouble of educating users and customers in this way, in so many physical retail spaces on a global basis.
So, how will the new musical and photographic sessions be run?
Well, either Florence or Chase will "open the new sessions via a video where they take participants through their creative approach to either music or photography", while Apple’s Creative Pros will "use the video content as a guide for the remainder of the Lab and help customers practice the techniques".
Music Lab: Building Your Song Co-created with Florence Welch
"Whether you’ve made music before or not, you can turn emotion into sound. To get started, you’ll find out how Florence Welch of Florence + the Machine uses intuition and what’s around her to start a song. Using her creative approach, you’ll make beats and layer tracks in GarageBand with an Apple Creative."
Photo Lab: Crafting Your Shot Co-created with Chase Jarvis
"Discover how to make a great photo in a session co-created with photographer Chase Jarvis. Using Chase’s techniques, you’ll practice with an Apple Creative to connect with your subject, compose your frame, and shape light. Bring your iPhone and experiment turning everyday snapshots into your best photos."
Article continues below both images, with a video too, please read on!
Apple tells us that "anyone can sign up for the sessions (or any other Today at Apple sessions)" at Apple's Today at Apple site.
Sessions are launching soon, so if you want to take part, click on the link above!
Here's Apple's promotional video for the Today at Apple events: