Ahrendts notes that this is a 'significant change in mindset' for the company and customers.
Here's the full memo:
Get in line online
The days of waiting in line and crossing fingers for a product are over for our customers. 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 move to discourage physical lineups is likely part of Ahrendts plan to revamp the end-to-end Apple Store sales experience and improve customer experience. Last year, it was reported that Ahrendts hoped to redesign the entire experience from the way a customer finds a product to the way they pay for it.
How do you feel about Apple discouraging lineups and not offering in-store stock on launch day? Was that part of the Apple experience for you? Let us know your thoughts in the comments.
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