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BizReport : Trends & Ideas archives : April 10, 2015

No long lines outside Apple Stores for launch of watch

The Apple Watch will be available to see and try on in Apple Stores in a selection of countries today. However, those who wish to purchase the device will need to head online.

by Helen Leggatt

In Australia, Canada, China, France, Germany, Hong Kong, Japan, the U.K. and the U.S., Apple Stores will have the Apple Watch in-store for prospective buyers to ogle and try on.

"Based on the tremendous interest from people visiting our stores, as well as the number of customers who have gone to the Apple Online Store to mark their favorite Apple Watch ahead of availability, we expect that strong customer demand will exceed our supply at launch," said Angela Ahrendts, Apple's senior vice president of Retail and Online Stores, in a recent press release.

Due to the predicted high demand, those who wish to make a purchase must do so via the Apple Online Store after midnight on April 10. Deliveriesf of the Apple Watch will begin April 24.

So, why isn't Apple going for in-store purchases that usually create huge lines outside their stores, and even bigger headlines in the media? According to a leaked memo from Ahrendts to store staff, the company is having a "significant change in mindset" and the "days of waiting in line and crossing fingers for a product are over for our customers".

Filipe Frazao /

Image via Shutterstock

Tags: Apple, Apple Store, Apple Watch, launch

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