How Apple is Engaging Customers with Virtual Learning

The pandemic prompted a commitment to virtual learning. As individuals began spending the majority of their time at home, many took the opportunity and time to learn new skills and think creatively. Platforms like YouTube and Skillshare became central points for users looking to engage in virtual learning, offering classes across creative fields like graphic design and animation to technical courses for business analytics and entrepreneurship.

While students may be returning to the traditional in-person classroom setting soon, the desire for hands-on and practical learning in the virtual environment is still strong. This is evident in Apple’s latest introduction of its learning series, ‘Today at Apple’, on YouTube.

‘Today at Apple’ launched in 2017 as a feature of its retail redesign; the in-store programs featured how-to information and professional courses on topics like photography, video, and coding. The concept was focused on building an in-store community and promoting a culture of creativity while using Apple products. But, with the increased adoption of virtual experiences and learning, Apple introduced a new ‘Today at Apple’ digital series on Wednesday.

The first session teaches users how to draw themselves as Peanuts Characters and features Krista Porter, Storyboard Artist for Apple TV’s The Snoopy Show. The YouTube video also features an Apple Store employee named Anthony as the host and drawing participant.

What’s interesting about the series is its ability to both inform users about its products and demonstrate new uses — all while offering an engaging and fun drawing lesson. The series leverages its Apple TV lineup to draw users in and build upon its existing fanbase. Viewers not only learn how to draw themselves as the character, but they get an inside look at the creative process and even hear from The Snoopy Show showrunner, Mark Evestaff.

Throughout the session, the host highlights the simplicity of the products and their overall functionality while prompting users to check out Apple support articles to complement their training. He begins by sharing a lesser-known function of Apple’s Pages software and demonstrates the ability to create drawings on the platform. He also notes the sharing feature on Pages, which allows him to collaborate in real-time with Porter throughout the drawing process. Lastly, as they show off their completed designs, he encourages users to share their own designs with friends and walks them through the step-by-step actions.

This session establishes complete synergy between Apple’s software, its products, and even its streaming platform. It offers a unique case study for brands looking to implement video into their support strategy. Although not all customers are seeking such a creative training experience, Apple maintains a full series of more technical and educational videos for users seeking a direct demonstration. ‘Today at Apple’ represents a uniquely engaging product series that exists simply to share exciting and creative lessons to ultimately promote its products.

With Apple’s 14.4 million YouTube subscribers, the first session already reached over 90,000 viewers on the first day. Considering these numbers, the digital series will clearly open up a larger community for Apple to connect with. It also represents an opportunity to reach new demographics of customers interested in online learning courses. Additionally, it acts as another perk for current users looking to expand their knowledge and use of their favorite Apple devices. With customers seeking more immersive and over-the-top experiences, access to consistent training and creative content will spark greater levels of engagement and maybe even promote long-term loyalty.

Ultimately, the introduction of ‘Today at Apple’ shows the impact of virtual learning and its benefits as both a marketing tool and a method of support. If companies begin to invest in more engaging learning tools, they may be able to position their video content as a self-service resource. CCW Digital research found that 86% of customers express a willingness to solve problems on their own, and maintaining a YouTube channel or digital presence that boasts an abundance of content will assist customers in navigating their own solutions. Therefore, this series should act as a guideline for companies looking to engage with customers in new ways and on new platforms. By giving customers effective resources, companies benefit from more curious and informed customers.