Comment: Today at Apple will convert a fairly well-kept secret into a key promotional tool

When Angela Ahrendts spoke to CBS about a new Apple Store initiative called Today at Apple, I was initially a little confused. What she described as something new at first sounded pretty much identical to something that has existed for many years: free workshops at Apple Stores.

Rebranding and promoting the workshop would make sense, of course. Many Apple customers seem entirely unaware that the workshops exist, while others know about the basic ones but not the more advanced sessions.

This was made clear to me when I mentioned on Facebook that I was attending a Final Cut Pro workshop at Apple’s Regent Street store in London, and several friends told me they had no idea these existed. Even among 9to5Mac readers, there were similar comments when I mentioned them in my Final Cut Pro Diary series …

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Apple announces it has two million Final Cut Pro X users [Video]

Apple has announced that it now has two million Final Cut Pro X users – or ‘seats,’ in the terminology used when speaking to an audience at the National Association of Broadcasters’ annual conference.

Apple said that it hit the milestone some five and a half years after launching version 10 of the professional video editing app. Notably, it said that the pace of adoption was increasing. While the company didn’t provide specific dates, it said that it had taken much less time to grow from 1M to 2M users than it had taken to hit that first million.

The milestone is significant given initial reactions to the app …

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Apple shows off Dubai Mall store with ‘stunning views’, motorized carbon fiber windows [Video]

A day before the official opening, Apple invited local press to tour its latest retail store within the Dubai Mall in the United Arab Emirates. Headline features include views of the world’s tallest building, the Burj Khalifa, and a 180-feet wide motorized window comprising 18 carbon fiber panels.

To mitigate Dubai’s climate, Foster + Parters designed eighteen 37.5-foot-high motorized “Solar Wings” that respond to the ever-changing environmental conditions. When the sun is at its hottest they cool the store, and in the evenings they open to welcome everyone to the public terrace. Inspired by the the traditional Arabic Mashrabiya, each “Solar Wing” is locally fabricated from 340 carbon fiber reinforced polymer rods, and at 180 feet wide, the 18 panels make up one of the world’s largest kinetic art installations.

The store will also provide great views of another Dubai attraction …

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