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A video message from Apple senior vice president of retail and online stores Angela Ahrendts to Apple retail employees has surfaced, with Ahrendts clarifying the situation around Apple’s push for online-only orders ahead of the Apple Watch launch.The Apple Watch is set to launch on April 24, however it appears it will not be available in-store until June, with a leaked memo obtained last week by 9to5Mac signalling that Apple’s first venture into the smartwatch space will not be available in-store through May.
In the video, obtained by French website Mac4Ever, Ahrendts addresses Apple’s online-only push.
Ahrendts states that the number one question ahead of the Apple Watch’s launch is whether it will be available for in-store purchase on the 24th, and reiterates that Apple will initially be focusing on online-only, stating “it was not an easy decision”.
Ahrendts emphasises that it is important to remind customers that it is not only a new product for Apple but “an entirely new category”.
“We love our iconic blockbuster launches that we do in the stores, and have absolutely no fear, you will see those,” Ahrendts states. “This is just a very unique situation.
“Again, the watch is an entirely new category. It’s much more personal with all of the different options. We really wanted the customer to work with you, so you could guide them. Take the time to get the one they wanted, and by doing it online we can make sure that we get them the best service and the one that they want the most efficiently.”
The video also covers the new MacBook launch, with Ahrendts stating the “response has been overwhelming”.
