“The days of waiting in line and crossing fingers for a product are over for our customers.”
Those are the words of Apple’s retail chief Angela Ahrendts. In an internal memo acquired by Business Insider, Ahrendts asks retail employees to steer customers away from brick-and-motar stores for the Watch launch by encouraging them to order online:
“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.”
Our take on the news:
For years, Apple has enjoyed a boost in visibility as customers stood in line for hours to be among the first to buy its latest and greatest. However, the experience has been less than ideal for customers. Shortages have left customers empty-handed and disappointed. While Ahrendts plan could result in fewer media-grabbing lines, it will likely produce greater numbers of satisfied customers.
In the meantime, here’s how you can prepare for the Apple Watch today.
