"Internally we said the tagline was 'an iPhone for everyone,'" she said. "I prefer that we ask you who you're buying it for. If they're 6 or 7 years old, what do they need? If it's someone who's leaning into something else, what do they need? We do that with Mac, we do that with iPad, why wouldn't we do that with [the] phone?"
iPhone X starts at $999 in the United States with 64GB of storage, while a 256GB model is available for $1,149. By comparison, the iPhone 8 and iPhone 8 Plus start at $699 and $799 respectively.
Ming-Chi Kuo, a reputable Apple analyst at KGI Securities, recently said only 2-3 million iPhone X units will be available to purchase when the device launches. Pre-orders begin October 27 at 12:01 a.m. Pacific Time.
BuzzFeed News has put together a video of how Apple prepares for an iPhone launch day around the world.
When iPhone 8, Apple Watch Series 3, and Apple TV 4K pre-orders began at 12:01 a.m. Pacific Time last Friday, dozens of Apple engineers were assembled in a so-called "war room" to ensure the process went smoothly.
For around three hours, these engineers sat in front of at least 10 TVs forming a larger display, which appears to show the system status of pre-orders in launch countries. One engineer had a map of the world open on his iMac.
"Over half of the orders that night will come in through the Apple Store app," said Apple's retail chief Angela Ahrendts. "We turn the whole world on at once. I think you saw the map with everything lighting up all over the world."
BuzzFeed reporter Nicole Nguyen then visited UPS's Worldport shipping facility in Louisville, Kentucky, a major hub for Apple products.
Nguyen said the volume of Apple products is so large that UPS has to set aside time to sort just those deliveries. Apple's launch day haul took up an entire large room, and the products later traveled along miles of conveyor belts.
UPS delivers some of the orders to Apple retail stores, while others arrive directly at customers' doorsteps.
Apple retail stores usually attract long queues of customers on launch days, but the crowds have been smaller for today's iPhone 8 and iPhone 8 Plus launch. Many customers are likely waiting for the iPhone X, which launches November 3.
Apple's senior vice president of retail stores, Angela Ahrendts, has climbed to grab the 13th spot on Fortune's "Most Powerful Women" list for 2017. In 2015 Ahrendts took the 16th spot, and in 2016 she rose to the 14th spot.
The top 5 women on the list this year are Sheryl Sandberg (Facebook COO, #5), Abigail Johnson (Fidelity Investments CEO, #4), Marillyn Hewson (Lockheed Martin President and CEO, #3), Indra Nooyi (PepsiCo CEO, #2), and Mary Barra (General Motors CEO, #1).
Since being persuaded by Tim Cook to join Apple in 2014 (she previously led British fashion brand Burberry), Ahrendts has been heads down on the tech behemoth’s largest store redesign in 15 years. In May the company launched its long-awaited “Today at Apple” initiative, which seeks to supplement public education through free courses on everything from coding to music production to photography. Apple’s highest-ranking woman, she oversees 60,000 retail employees and is responsible for the in-store experiences of a more than a million daily customers. Research firm eMarketer estimates that the combined revenue from in-store and online sales is nearly $50 billion. Ahrendts was the second executive after Cook—and the only woman—to take the stage at September’s keynote, where she spoke at length about Apple’s “town squares”—the new moniker for its retail stores.
Pursuant to her trading plan adopted in February, Ahrendts sold 75,000 shares of Apple stock between May 4 and May 8, netting nearly $11.1 million based on the weighted average sale price of the five transactions. Ahrendts still owns 103,116 shares in Apple following the sale, worth nearly $16 million.
Sewell sold 67,500 shares of Apple stock in multiple transactions on May 5, netting just over $10 million based on the weighted average sale price. Sewell still owns 141,325 shares in Apple following the sale, worth nearly $22 million.
Sewell has served as Apple's General Counsel since 2009, overseeing all legal matters, including corporate governance, intellectual property, litigation and securities compliance, global security, and privacy. He came into the spotlight last year twice during separate battles with the FBI and Spotify.
Apple today announced that it will be expanding its "Today at Apple" educational sessions to all of its 495 retail stores around the world in May.
"Today at Apple" will offer programs with more than 60 different hands-on sessions in creative skills. The free sessions, which have been offered at Apple's flagship Union Square store in San Francisco since last year, will cover topics such as photography, videography, music, coding, art, and design.
“At the heart of every Apple Store is the desire to educate and inspire the communities we serve,” said Angela Ahrendts, Apple’s senior vice president, Retail. “‘Today at Apple’ is one of the ways we’re evolving our experience to better serve local customers and entrepreneurs. We’re creating a modern-day town square, where everyone is welcome in a space where the best of Apple comes together to connect with one another, discover a new passion, or take their skill to the next level. We think it will be a fun and enlightening experience for everyone who joins.”
Many sessions will be taught by highly-trained Creative Pros, which Apple describes as the "liberal arts equivalent" to its technical Geniuses. In select cities, Apple says world-class artists, photographers, and musicians will also teach sessions from "basics and how-to lessons" to "professional-level programs."
"Today at Apple" will cater to all skill levels and ages, with special programs such as Teacher Tuesday and Kids Hour targeted towards families and educators respectively. Other sessions will focus on professional software such as Final Cut Pro X and Logic Pro X, or coding with the Swift Playgrounds app for iPad.
Teachers can come together for Teacher Tuesday to learn new ways to incorporate technology into their classrooms, or aspiring coders of all ages can learn how to code in Swift, Apple’s programming language for iOS and Mac apps. Families can join weekend Kids Hour sessions ranging from music making to coding with robots.
Apple said each of its stores will receive large displays created specifically for "Today at Apple" sessions. Each store will also have updated seating and sound. Apple has already renovated dozens of its existing retail stores with these next-generation features since 2015, with dozens more locations to follow this year.
Apple has been redesigning its stores under the leadership of retail chief Angela Ahrendts, the former CEO of luxury fashion brand Burberry. Ahrendts wants to position Apple Stores as not only shopping destinations, but also as gathering places for the community. "Meet me at Apple," she envisions someone as saying.
“A lot of the big online guys have said they’re opening stores. Amazon’s investing in stores. Google’s investing in stores. ... Starbucks figured it out, you know? Being a gathering place for – right? ‘Meet me at Starbucks,”’ Ahrendts said. “And you know, I’ve told the teams, ‘I’ll know we’ve done a really, really great job if the next generation, if Gen Z says, “Meet me at Apple. Did you see what’s going on at Apple today?”’”
Apple's latest next-generation store will open at Dubai Mall on April 27, the company recently announced.