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Apple indirectly announced through an internal announcement from the head of retail Angela Ahrendts that the new Watch will not be available to buy directly in stores until June. They are available for now online orders only, however most models are currently sold out. At the same time, Ahrendts revealed that in the future Apple continues to expect queues when sales of new products begin.

“Due to high global interest combined with our lower inventory, we are only accepting online orders at this time. I will let you know when we have inventory for sale in stores, but we expect this to be the case throughout May," Ahrendts wrote to Apple Store employees to let them know how to respond to the numerous customer inquiries.

According to the former executive director of the fashion house Burberry, it was not easy for Apple to decide that initially the Watch will be sold only via the Internet, but in the end it did so because it is not just another new product, but a completely new product category.

"There's never been anything like this. In order to provide our customers with the kind of service they expect - and what we expect from ourselves - we have designed a completely new approach. That's why we let our products be tested in stores for the first time before they go on sale," explains Ahrendts. Watches come in several variants, as well as bands, so people often want to try them before buying.

At the same time, however, Ahrendts assured that Apple is not going to transfer this approach to other sales as well. In the fall, we can once again expect long queues in front of Apple Story, as soon as the new iPhone goes on sale. “Are we going to launch every product this way from now on? No. We all love these sensational first days of sales - and there will be many more," added the head of retail and online sales.

Source: 9to5Mac
Photos: Floris Looijesteijn

 

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