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Even Apple doesn’t understand its fans’ ridiculous need to line up outside stores for days

Published Apr 7th, 2015 2:28PM EDT
Apple Watch and Retina MacBook

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You’ll have no problem spotting an Apple retail store when a new iPhone is launched, as fans usually line up for days in advance to make sure they get their hands on the upcoming new toy. However, Apple has apparently decided to change the perspective of its customers in this regard by convincing them to order devices from rather than lining up for a device they might not get on release day. Obtained by Business Insider, an internal Apple memo on the matter from Apple retail chief Angela Ahrendts reveals the company wants to change the way customers shop starting with the upcoming Apple Watch and Retina MacBook launches.

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“The days of waiting in line and crossing fingers for a product are over for our customers,” the “Get in line online” memo reads. “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,” the Apple exec further added.

Smartwatch buyers looking to try on an Apple Watch on launch day by simply walking in and asking for one will have the unpleasant surprise of not being able to do so without a proper appointment, which can only be done online.

Will this be enough to stop the “iSheep” from queuing up outside Apple Stores when the Apple Watch launches? Something tells us not to bet on it.

Chris Smith Senior Writer

Chris Smith has been covering consumer electronics ever since the iPhone revolutionized the industry in 2008. When he’s not writing about the most recent tech news for BGR, he brings his entertainment expertise to Marvel’s Cinematic Universe and other blockbuster franchises.

Outside of work, you’ll catch him streaming almost every new movie and TV show release as soon as it's available.


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