Angela Ahrendts, Apple's SVP of Retail and Online Stores, is telling store employees to encourage customers to order an Apple Watch online, rather than through Apple's retail outlets.
In a memo to employees, Ahrendts also encourages this practice when it comes to the new MacBook. Ahrendts says that both Apple's Online Store and the Apple Store app provide an easier purchasing experience for customers. From Business Insider:
"This is a significant change in mindset, and we need your help to make it happen," the memo says.
U.K. Apple Stores will reportedly not offer in-store pickup for the watch, with all orders requiring home delivery, while U.S. customers will be able to pick watch orders up at their local Apple Store. While the memo says that this is a different mindset for the company, directing customers to use the online stores for pre-ordering devices has been standard practice at Apple for some time now.
Both the new MacBook and the Apple Watch will be available for order online on Friday, April 10. MacBook orders will start shipping soon after, with watch orders arriving on the doorsteps of customers on April 24.
Source: Business Insider