Dive Brief:

  • Apple has begun providing interactive demonstrations of its Home management app for its HomeKit smart home devices in 46 of its retail stores worldwide, TechCrunch reports.

  • The demonstrations allow store visitors to launch the Home app from an Apple Watch, iPhone or iPad and control a variety of smart home devices, such as the Philips Hue light bulb, the Hunter ceiling fan and many others, in an on-screen home.

  • In the U.S., people can check out the experience at Apple’s Union Square store in San Francisco, its World Trade Center and Williamsburg stores in New York and 28 other stores throughout the country. Outside of the U.S., Apple offers these experiences in 15 stores, including at locations in the U.K., UAE, Germany, Mexico, Singapore and Taiwan. A non-interactive HomeKit experience will be offered at all of Apple’s other stores — the ones without “The Avenue” window displays.

Dive Insight:

Interactive smart home demonstrations and experiences seem to be one of the primary tools retailers are using to sell…