Apple plotting ‘magical display table’ to sell the Apple Watch – report

30 Mar 2015

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The Apple Watch. Photo via apple.com

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Apple’s retail stores will create ‘customer journeys’ that include a ‘magical display table’ in an attempt to convince potential Apple Watch buyers to invest in the hardware.

That's according to 9to5Mac sources who have revealed customers will be able to book try-on appointments at Apple Stores, where sales staff will assist a test run of the product.

After being paired with an employee. the would-be buyer will be taken to a display table of Apple Watches that run demo loops to showcase their main features. "Making it a magical display,” according to an Apple source. Customers can pick out two Apple Watch models to try on are then taken to a 'try-on area' where they can play with the device before deciding to purchase. 

The consumer tech giant is putting a great deal of focus into ensuring the retail side of the latest hardware’s launch goes smoothly. In December, it was revealed the company was hiring sales staff with a “fashion or luxury background” for its retail stores.

The Apple Watch will come in two sizes: 38mm and 42mm, and is spread across distinct collections – Apple Watch, Apple Watch Sport and Apple Watch Edition. It is available in custom alloys of polished or space black stainless steel, space gray or silver anodized aluminum and 18-karat rose or yellow gold.

The entry-level Apple Watch Sport is expected to account for more than half of the total production followed by the mid-priced Apple Watch accounting for a third of production, with the plush 18-carat gold Apple Watch Edition to be produced in the smallest amount, but still accounting for about 1m devices.

The Apple Watch is due to launch in April. Company CEO Tim Cook unveiled the device in September, calling it “the most personal product we’ve ever made”.

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Dean is a freelance journalist and editor covering media.

editorial@siliconrepublic.com