Apple wants shoppers to buy its new smartwatch online when it goes on sale later this month, rather than queuing outside its stores.
An internal memo from Apple retail boss Angela Ahrendts seen by Business Insider said there is a “significant change in mindset” at the company.
The note said: “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.”
When the iPhone 6 and 6 Plus were launched last year, half of the customers looking to buy the phones were unable to do so – mostly from walking into stores to find they were sold out of stock.
As previously reported by Drapers the Apple Watch will be available to preview at Selfridges in London from Friday, April 10, and will be on sale there and in a selection of other retailers including Dover Street Market and Colette in Paris from April 24. It will be sold in Apple stores worldwide and the company’s website.