Fear not fanbois, online only sales of Apple’s
jazz bangle wristjob and shiny 12-inch port-disadvantaged MacBook do not signal the end of “iconic blockbuster launches” inside its retail temples stores, a fruity exec has proclaimed.
Dream weaver and Apple retail suzerain Angela Ahrendts told employees she knew the “number one” question from prospective watch buyers is, "will the device be in store from 24 April?"
“It was not an easy decision, and I think it is really important to remind every single customer that this is not just a new product for us, it is an entirely new category,” said the former Burberry boss in a video to staff.
Apple decided to start previewing the watch a fortnight before launch, told punters to jump online to book a "try-on" appointment in stores, and then jump online again to buy.
Then, and only then, can they reserve the product and collect it from a designated Apple store.
The exec reckons “high global interest and the initial supply” prompted it to make the short-term change, but that this is not a pilot sales programme that will become a wider strategy.
“I do understand it’s a new way of working, it’s a new way of doing things, it is not going to be forever, this is a unique time for us right now with these two new products that we are launching," she said.
“We love our iconic blockbuster launches that we do in stores,” she added.
There you go peeps, we can all relax now. ®