Angela Ahrendts, responsible for the Apple Store worldwide, announced today its employees about a major change from what they are used: the executive has instructed employees to encourage all customers to stop queuing in stores to buy the new MacBook and Apple Watch.
The lines at the Apple Store are practically one of its defining points, which even works as a marketing tool since all the mainstream media simply attend the event to report these queues and thus give more visibility to the shops. But apparently, Angela plans to prioritize go shopping online.
So Angela Ahrendts explained in the statement:
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. Customers will know exactly when and where their product arrives.
In this statement there are also some other internal image where employees are taught how to expose the Apple Watch in stores:
It’s a track that leaves us clear enough: the availability of new products will be limited during the first days. But anyway, I give you continue to see the tails of the brand’s fans, who consider doing something almost sacred time to time. Matter of waiting a few days and see how it goes.