The days of customer camp-outs ahead of Apple product launches, now synonymous with the company, could soon be a thing of the past according to a leaked internal memo from Apple’s retail chief.
The email sent to Apple store staff shows the multinational tech company wants to put an end to customers lining up for days outside of stores, calling for a “change of mindset”.
“The days of waiting in line and crossing fingers for a product are over for our customers,” retail chief Angela Ahrendts wrote, according to Business Insider Australia.
“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 launch of Apple products have heralded a new era in customer dedication, with die-hard Apple fans around the world queuing for days, sometimes weeks, ahead of new product releases.
Apple have always been accommodating, however, keeping their fans happy with free coffee and food.
The memo comes ahead of the release of Apple’s new Apple Watch, which will be available worldwide from April 24.
According to the Business Insider Australia report, UK customers will only be able to order the Apple Watch online, but will be able to look and models and choose one in store.
They will then be delivered to home addresses.
The move is understood to help address concerns which arose after the release of the iPhone 6, where Apple was largely unable to meet customer demand for months after the launch.