Apple has long been lauded for its innovative approach to retail stores (hello, glass cubes and floating stairs). Now the company is repositioning those stores as lifestyle centers.
Shortly after Apple CEO Tim Cook took the stage, he brought out retail chief Angela Ahrendts — noteworthy because Apple has been criticized in the past for its lack of female speakers at such high-profile events — to share the changes coming to many of its stores.
Ahrendts said the company wants its stores to be forums for collaboration. Among the changes are in-store experiences to help people "go even further" with their Apple products, such as sessions for photography, music gaming and app development.
Apple's latest iPhone isn't the only shiny new thing the company is showing off in Cupertino today. Reporters and photographers attending the product event at the Steve Jobs Theater are snapping pictures and taking videos of Apple's new "spaceship" campus.