In a leaked video obtained by Mac4Ever, Apple retail executive Angela Ahrendts explains why Apple chose to limit Apple Watch orders to online only. As we detailed not too long ago, any folks hoping to just casually stroll into an Apple retail store this Friday and purchase a device on the spot will be sorely disappointed.
One of the more interesting tidbits from the video is Ahrendts discussing whether or not the Apple Watch ordering process might be applied to other product launches. Indeed, many have recently wondered whether or not celebratory iPhone launches, complete with lines out the store and cheering employees, might be a thing of the past.
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Thankfully, those who enjoy the experience and the spectacle of new iPhone launches have nothing to worry about.
“We love our iconic blockbuster launches that we do in the stores,” Ahrendts said. “And have absolutely no fear, you will see those. This is just a very unique situation.”
As for why Apple chose to completely phase out in-store purchases for the Apple Watch, for the time being at least, Ahrendts articulated that it “wasn’t an easy decision” and that the watch, as a more personal device, warranted a more personalized experience.
“[The watch] is much more personal, with all of the different options,” Ahrendts explained, “and we really wanted the customer to work with you, so you could guide them, take the time to get the one they wanted. And by doing it online, we can make sure that we get them the best service and the one that they want most efficiently.”
Another point of interest relayed by Ahrendts is that the new 12-inch MacBook launch is already one of Apple’s more successful MacBook releases.
The full video can be viewed below.