No Apple Watch in-store until June, says retail chief Angela Ahrendts

If you’ve been thinking that the long wait for the Apple Watch is finally coming to end, then those who decided to walk into the story and buy it directly will be disappointed.

Apple’s watches will not be available to buy in-store in May, reveals a memo from Apple retail chief Angela Ahrendts, the Telegraph reported. Customers will have to continue to order the wearable online. However, she confirms that the deliveries of the watches pre-ordered will begin on April 24.  “Apple Watch is also our most personal product yet, with multiple case and band options because it’s an object of self-expression. Given the high interest and initial supply at launch, we will be able to get customers the model they want earlier and faster by taking orders online,” she has written.

It is quite  a different approach from Apple than what we’ve seen earlier. She further explains, “It’s important to remember that Apple Watch is not just a new product but an entirely new category for us. There’s never been anything quite like it. To deliver the kind of service our customers have come to expect – and that we expect from ourselves – we designed a completely new approach. That’s why, for the first time, we are previewing a new product in our stores before it has started shipping.”

However, she quickly confirms that this isn’t the approach they will follow for every product in the future. “I know this is a different experience for our customers, and a change for you as well. Are we going to launch every product this way from now on? No. We all love those blockbuster Apple product launch days – and there will be many more to come. They’re the moments where you, our teams, shine. And our customers love them as well,” she adds in the memo.

The Apple Watch sport starts at $349 while the standard version comes in at $549 in the United States. High-end “Edition” watches with 18-karat gold alloys are priced from $10,000 and go as high as $17,000.

A spokesman for Apple declined to comment.

Read the complete memo below:

Team,
On behalf of Tim and the rest of the executive team, I want to thank you very much for making last Friday’s debut of Apple Watch unforgettable. The Previews going on in our stores and support from our Contact Centers are unlike anything we have done before.

The feedback from customers is overwhelmingly positive. They are excited about Apple Watch, and your teams are creating fantastic experiences for them. Customers who pre-ordered will start receiving deliveries next Friday as planned, and I know you will do a great job helping them get set up.

Many of you have been getting questions asking if we will have the watch available in store on April 24 for walk-in purchases. As we announced last week, due to high global interest combined with our initial supply, we are only taking orders online right now. I’ll have more updates as we get closer to in-store availability, but we expect this to continue through the month of May. It has not been an easy decision, and I want to share with you the thinking behind it.

It’s important to remember that Apple Watch is not just a new product but an entirely new category for us. There’s never been anything quite like it. To deliver the kind of service our customers have come to expect – and that we expect from ourselves – we designed a completely new approach. That’s why, for the first time, we are previewing a new product in our stores before it has started shipping.

Apple Watch is also our most personal product yet, with multiple case and band options because it’s an object of self-expression. Given the high interest and initial supply at launch, we will be able to get customers the model they want earlier and faster by taking orders online.

I know this is a different experience for our customers, and a change for you as well. Are we going to launch every product this way from now on? No. We all love those blockbuster Apple product launch days – and there will be many more to come. They’re the moments where you, our teams, shine. And our customers love them as well!

Apple Watch is an exciting new product and we are at the start of a very exciting time at Apple. You’re the best team on earth and you are doing an amazing job.

For customers who want to buy a watch, please continue to help them place their order online. Also make sure they know that, wherever they buy, Apple will provide them with a great Personal Setup experience – either online or in our stores. This includes syncing their Apple Watch with their iPhone and teaching them about all the incredible features of their new Apple Watch.

Thank you very much again, and I look forward to seeing you soon.

Best always,

Angela

With input from Reuters

Posted by : Gizmeon