In a move likely to stun long time Apple observers, the Mac maker is to open its doors each week to local school parties, fans, tourists and Microsoft employees.
The decision dubbed "Friendly Friday'" - hashtag #FF - by Apple spokeswoman April Bluffer, will see a new openness from the company notorious for secrecy, starting at the very top with Apple's headquarters in Cupertino, California.
Guided tours of Infinite Loop will take place between noon and four each week, with visitors simply able to turn up and queue on Friday mornings. Local schools and colleges will also be invited, and receive preferential treatment, with Apple keen to inspire the next generation of designers and thinkers.
Visitors to the open days will be able to see senior Apple staff - CEO Tim Cook, Philip Schiller, Peter Oppenheimer and Eddy Cue amongst them - hard at work in the open plan Infinite Loop headquarters, with senior vice president of Hardware Engineering Bob Mansfield working from his usual table in the nearby canteen.
Visitors will also get to quiz Senior Vice President Industrial Design Jonathan Ive, on Apple's future plans and the next generations of Mac and iOS based gadgets, including the "Beats by Dr. Dre" inspired over-the-head white headphones, currently codenamed "Beats by Al Gore," prior to a fall release date. British born Ive is also known for his rather messy workspace, stuffed with home comforts including half-eaten pork pies, canteen sized tins of Heinz Baked Beans, and both CBE and KBE gongs, awarded to him by the Queen in the New Year Honours, draped on either side of his prototype 30-inch iMac.
The Friendly Friday open days will also be a chance for Apple to reveal products that failed to enter production, including the notorious iPod shuffle mini from 2009. The iPod was so small, the only prototype is believed to have been lost down the arm of a chair by an Apple employee, who had taken the device to a local coffee shop without permission. The staff member, later reinstated by Apple, agreed to attend a series of caffeine-free workshops seeking help for a six a day caramel Macchiato addiction, to win his job back.
Apple's Friendly Friday open days will begin in June.