By Jonathan Davies
Images of shopping centres and High Streets filled with hundreds of queuing customers outside an Apple store for their latest product launch have almost become a certainty in modern life. But Apple wants its customers to stop queuing ahead of the release of the Apple Watch.
The tech giant has had a “significant change in mindset” and staff are being told to encourage customers to buy the Apple Watch online.
According to an internal memo, penned by Apple's retail chief Angela Ahrendts, “the days of waiting in line and crossing fingers for a product are over for our customers."
Ms Ahrendts said: “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.”
The Apple Watch is set for global release on 24 April. It has generated a huge buzz among Apple fans because it is the first brand new product Apple has launched since the iPad in 2010.
