Since the Michigan Avenue Apple Store opened in 2017, its Macbook-sleek design and proximity to the river have attracted crowds of Mag Mile shoppers, not just to buy or to seek tech support for Apple products but also to attend free events from the store’s busy calendar of classes, panel discussions, live interviews, and performances. As part of its Today at Apple series, the tech giant’s flagship Chicago location regularly hosts local musicians and other creative workers in front of an enormous video wall—a space it calls the Forum. But though it’s one of the wealthiest companies in history, with a high-profile foothold in Chicago, Apple doesn’t pay these performers.
Singer Loona Dae received four Apple Watches—for herself and three supporting musicians—in exchange for a 30-minute performance in August 2018, also part of the CMIS. She declined an Apple TV device because she doesn’t own a TV. She estimates the watches were worth $1,200 in total, though their value has likely decreased sharply since the updated Series 4 versions were rolled out in September. “They release different series so often, where they’re able to give out materials before a new series is released because they know the value is going to be depreciated,” Dae says.
Considering the company’s wealth and influence, even at a local level, it does surprisingly little to promote its events, apparently choosing to rely on the draw of the store itself to provide audiences for the occasional performance. Apple advertises in-store on its video wall and on what it calls “session tables.” It also posts listings on the Apple Store app and creates dedicated web pages on apple.com, though neither is a common destination for Chicagoans interested in learning what’s happening around town. According to the Apple press representative, the company promotes events through “word of mouth by Apple retail employees during customer visits to the store and programs.”
Dae notes that an Apple event looks good on a resumé, and that hers made her feel “like more of a staple” in the local scene. Phoelix says that he made new fans with his Apple Store performance, and that he got new opportunities thanks to the resulting increase in visibility. He appreciated the chance to show off more of his personality by interacting with the audience, since he’s “such a studio head.” Cupcake explains that Apple’s policy isn’t necessarily unusual, because money is rarely on the table for speaking engagements outside academic circles. “The thing that Apple had that was of value to me is such a huge reach and such a high profile,” they say. Cupcake, who’s nonbinary, also appreciated the care that Apple’s staff paid to using their correct pronouns.
