A mockup of the new Apple center on Chicago’s Michigan Avenue, opening in October. Photo courtesy of

I really enjoy the way Angela Ahrendts, Senior VP of Retail at Apple, thinks. Before joining Apple, Angela spoke about the importance of human energy during a TED Talk in Hollywood. At the time she was CEO of Burberry. 

As Senior VP of Retail at Apple, Angela is leading the transformation of Apple’s Retail Space, commonly known as the “Apple Store”, into neighborhood town squares. Apple is opening such a location in Chicago next month. I look forward to being there on opening day.

The Apple Neighborhood Town Square is designed to bring people together through their common interest in technology. It’s perfectly OK to sit at the pavilion and listen to the live music. Folks are encouraged to use the locations as gathering places. If you feel inclined to shop, Apple’s team members will not only show you how great the camera on the latest iPhone is, they also have regular scheduled events where they take you out in the world and show you how to take awesome photos. Apple doesn’t want you to use technology, they want you to connect to it, but more importantly, they want to bring people together to give them the opportunity to share their interests or passions together. Angela is very committed to recognizing the importance of human connection, and using technology as a conduit to accomplish that, is an amazing thing.

Earlier today I blogged about the importance of the corner store and how a start-up company was looking to replace that human connection with a sterile vending machine box located in strategic places. Criticisms of this start-up project have been married to criticisms of “Apple’s deluded thinking” that their retail space can be the neighborhood town square.

I’m sorry, but that’s (no pun intended) comparing apples to oranges.

Yes, the primary objective of Apple’s Centers are to sell you technology.  iPhones, iPads, Macs, Watches, accessories: all of these things are found at an Apple Store. But where the automated Bodega idea is to separate you from a human connection, Apple is looking to bring people together. Their Apple Today series, a daily schedule of seminars and the like, are designed to bring people with a common interest together. Yes, you are going to learn about Apple technology at an Apple Today event, but the technology and theme of the event is a conduit to bringing people together. You may not know the person across town that decided to attend an event to learn about drawing on an iPad, but here you have a chance to interact with someone else that shares an interest with you. Apple is using their Town Square model to bring people together, not replace human interaction with an online purchase.

I am proud to be an Apple Fanboy. I believe that Apple continues to give us the best technological experience available in the consumer space. Yes, many other products can do what Apple products do, but they don’t do it to the degree of satisfaction and comfort I find in an Apple product. But what’s more important to me as an Apple Fanboy is the company’s philosophy and vision. Do great things for the world, bring great things to the world and bring people together through technology. Apple is about preserving the human equation, not eliminating it.

We all need the energy we give one another when we interactive in our daily lives. Let’s keep doing things that bring people together, not isolate them from the outside world. And if that means going to an Apple Town Square to listen to an Indie Rock band or learn to take photos, at least I’ll be with people that share a common interest.