Apple will announce today that it is creating an education unit called One to One that offers customers a multisession curriculum on 11 topics--from setting up a Mac to learning Apple video-editing
software. It will cost $99 a year.
In effect, Apple is splitting training from its tech support, which will still be offered under its ProCare program for $99 yearly. Ron Johnson,
Apple's senior vice president of retail, says that more than 1 million people have received training in Apple Stores. He says he has found that customers want either service or education, but not
usually both. Apple Stores, in existence since 2001, generate 16% to 18% of its overall revenue.
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