9to5Mac has obtained a copy of an internal memo sent out by Angela Ahrendts noting that Apple will not have the Apple Watch available in-store until at least June due to supply constraints and high demand. Apple also removed the April 24th date on their website last night, indicating that only a handful of pre-orders will actually be shipping on the 24th.
Ahrendts also notes that there will be many more “blockbuster Apple product launch days” to come. She also notes why Apple is taking a new approach to the sale of the Apple Watch. Claiming that “due to high global interest combined with our initial supply, we are only taking orders online right now,” continuing on to say that this behavior will “continue through the month of May.”
She mentions that not all new product launches will be this way, she did reiterate that the Watch is brand new product category for Apple, and that the Watch is their most personal device yet. “That’s why, for the first time, we are previewing a new product in our stores before it has started shipping,” she writes.
Obviously, I’m sure this wasn’t the company’s original plan. Having such a popular new-category product launch combined with extremely limited supply and high demand will disappoint many fans who wanted Apple’s wearable device.
What made it worse is that the company stated on their website that Watches will be available on April 24th. When in actuality, pre-orders became available, half of their store was already set to 4-6 weeks, while other Watches sold out within minutes.