Here lately we’ve been noticing a trend that when Apple launches a new product, waiting lines get really long. This tends to give Apple free publicity and press for how long these lines can grow. That said though, it begins to look like Apple wants to reverse this decision and is suggesting that customers purchase the Apple Watch and the new MacBook through the Apple Online Store.
Obtained by Business Insider, Apple’s retail Chief Angela Ahrendts said, “the days of waiting in line and crossing fingers for a product are over,” according to an internal memo sent to Apple Store employees. Unlike Apple’s current retail setup, the Apple Watch won’t be displayed on hands-on stands or attached to security chains. The report also notes that in-store pickups will be unavailable to customers in the UK.
Here’s the full memo from Apple’s retail Chief:
Get in line online
“The days of waiting in line and crossing fingers for a product are over for our customers. The Apple Store app and our online store make it much easier to purchase Apple Watch and the new MacBook. Customers will know exactly when and where their product arrives.
This is a significant change in mindset, and we need your help to make it happen. Tell your customers we have more availability online, and show them how easy it is to order. You’ll make their day.”
This Friday, Apple will be shipping the new MacBook while preorders begin for the Apple Watch in the United States, the United Kingdom, Australia, Canada, and a small handful of other countries. Two weeks later, it will ship to homes and customers will be able to pick up their preordered watches in stores.