Apple is continuing to lean into music and in-store experiences with a new “Today at Apple” session featuring Korean boy band CORTIS. The event is part of Apple’s broader push to turn its retail spaces into creative hubs, not just places to buy products. These sessions have been around for years, but Apple is now using them more actively to connect with artists and local communities. The focus is less on tech demos and more on real-world creativity.
“Today at Apple” session with CORTIS focuses on music and fan interaction
The 50th anniversary celebration hits South Korea on March 18 with an exclusive music event at the Myeongdong store in Seoul. Apple partnered with the new K-pop boy band Cortis for a unique talk running from 4 p.m. to 5 p.m. local time. The five members, James, Juhoon, Martin, Seonghyeon, and Keonho, will sit down to discuss the behind-the-scenes stories of their debut album.
Attendees can expect a mix of live music and behind-the-scenes insights into how the group creates and performs. These sessions are often interactive, giving fans a chance to see how tools like iPhones or Macs are used in music production or performance setups.
Apple has been using these events to highlight how its products fit into creative workflows, but without making the experience feel like a product pitch. The artist takes center stage, and the tech stays in the background.
Apple’s 50th anniversary celebrations move to China
At the same time, Apple’s 50th anniversary celebrations are continuing across different regions. After earlier events, the focus has now shifted to China, where Apple hosted a live performance inside one of its stores.
Instead of a single global event, Apple is spreading out smaller, local experiences. The China event followed the same idea, using a retail space as a venue for live music and community interaction.
By combining in-store sessions like “Today at Apple” with anniversary events, the company is keeping its celebration grounded in real-world experiences. It is a quieter approach, but one that connects directly with its audience.
