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Comment: Today at Apple transforms the redesigned Apple Stores

I remember when the Today at Apple initiative was first announced, I mentally shrugged. It was, I thought, just a rebranding of the workshops that had existed for many years. I thought it was an excellent idea to draw attention to them – I’ve long been a big fan – but Apple seemed to be presenting an old idea as if it were a brand new one.

But subsequent news and a recent visit to the revamped flagship London store in Covent Garden has persuaded me that the initiative is actually a much bigger deal. Apple has transformed what used to be a fairly well-kept secret into something which is now key to its brand image …

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