Those long lines of people who would queue outside Apple Stores, some of whom would camp overnight, just to get their hands on the next Apple device may soon be a thing of the past.
Apple Store chief Angela Ahrendts is understood to have sent a memo to employees telling them that she no longer wished to see queues forming outside the stores every time a new device launched.
Instead she wants staff to encourage people to buy their products online and pick them up at the store.
The tradition of queuing at the launch of a new device began with the iPhone and persists. Up to now the door-opening, t-shirt clad Apple employees applauding customers as they entered the Apple Store has been a vital part of the narrative of the launch of a new Apple product.
“The days of waiting in line and crossing fingers for a product are over for our customers,” Ahrendts said in the leaked memo.
“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 will arrive.
“This is a significant change in mindset, and we need your help to make it happen.”
The staffers were told to tell customers that there was more availability of product online and to show customers how easy it was to order online.
Ahrendts joined Apple last year as senior vice-president of Retail and Online Sales. Prior to that she was CEO of Burberry from 2006 to 2014.
Apple Store image via Shutterstock