Apple has become famous for attracting huge launch crowds for its latest products, but now the electronics giant is encouraging fans to ditch the line and hangout at home and order the gadgets online.
Ahead of the launch of the Apple Watch, the firms first new product line since the iPad in 2010, the electronics giant has issued a memo encouraging consumers to buy from the Apple Store online.
The move seems to have been prompted by too many stores running out of stock on launch day, resulting in troves of empty handed fans.
The technology giant has adopted a “significant change in mindset” and urged staff to tell customers to order the Apple Watch online, the internal memo stated.
“The days of waiting in line and crossing fingers for a product are over for our customers,” retail chief Angela Ahrendts wrote.
“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.”