Apple has yet given customers another reason to order the Apple Watch online. The tech giant is reportedly instructing its employees stationed at Apple stores to encourage customers to get Apple's first ever wearable device online instead of purchasing them directly from Apple stores.
This Friday, Apple will start accepting preorders for its smartwatch. After that on April 24th, the wearable device will then be made available either online or by reservation in Apple stores. However, as reported by Business Insider, it appears that the number of Apple Watches actually available in stores will be limited. Business Insider got hold of a memo reportedly sent by Angela Ahrendts, retail chief of Apple, that advocates the ease and convenience of purchasing the Apple Watch online.
In the memo, Ahrendts allegedly explained that the days of long queues in Apple stores are over because Apple has made it easier for customers to buy devices via the Apple Store app and through its online store. The Apple retail chief further instructed Apple store employees to tell customers that there is more availability online, especially for the exact Apple Watch the customers want to buy. Additionally, the memo also made mention of online ordering as the preferred mode of purchase for the Apple's new 12 inch MacBook with Retina Display.
If this memo is the real thing, then it would mark a new strategic direction for Apple in selling its products. The company have always welcomed customers from visiting its retail stores -- it has even gone to certain lengths to make its stores more visually appealing in order to entice more walk in customers.
But in the case of the Apple Watch, a sea change may be forthcoming. Yes, it is true that many people will still flock to Apple stores in order to try on the wearable device (but only for a maximum of 15 minutes for the entry level Apple Watch Sport and the midrange Apple Watch; one hour for the Apple Watch Edition), but there is no guarantee that they will be walking out of the store with an Apple Watch in their hands (or wrists), unless of course they made a reservation.
Obviously, some customers would get frustrated walking out without anything to take home, but then, this has always been the plight of Apple customers. In the past years, many have lined up for hours at Apple stores only to find out that there wasn't enough inventory. Apple is clearly trying to change that now with its new approach to selling its products.
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