Apple SVP Angela Ahrendts Says 'The Days of Waiting in Line... Are Over'

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Posted April 7, 2015 at 1:59pm by iClarified

Apple SVP of Retail, Angela Ahrendts, tells employees that 'the days of waiting in line and crossing fingers for a product are over for our customers' in an internal memo obtained by Business Insider.

Ahrendts notes that this is a 'significant change in mindset' for the company and customers.

Here's the full memo:

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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.
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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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Apple SVP Angela Ahrendts Says 'The Days of Waiting in Line... Are Over'

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vzlandeb - April 8, 2015 at 2:38am

LOVE IT!!!!

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Pellucid - April 7, 2015 at 5:57pm

I like in-store lineups as an option, but I don’t think they work well for a product like the Apple watch, which has so many different combinations to chose from. People should come in early to try them on ahead of time. That kind of experience doesn’t work well with a line of people breathing down your back.

iLLuises - April 7, 2015 at 3:18pm

Online is hassle free and time efficient, however online only option also means that Apple has made a decision to forego walk in cash paying customers. It would be interesting to know the statistics or percentage of X customers who purchase their product with cash versus credit or debit card.

paulMOGG - April 7, 2015 at 3:18pm

Apple service is a great model , where you can go to an Apple Store touch feel and smell a product and learn about it try it on fiddle with it and the have the choice of picking it up there and then or going home and further browsing online and buying it but don't stop the Apple Store or it will be the end of apple !

Suneel Aggarwal - April 7, 2015 at 2:49pm

I too am surprised that they are pushing customers online, cause I thought Apple got a big rush on the long queues and media coverage of the line. Personally I prefer it, I rather rush online than get disappointed after a long wait at the store. But do agree with the previous comment, need to improve availability online.

justabrake - April 7, 2015 at 2:38pm

I prefer online But be 5 minutes late and your back ordered 2-3 weeks wait a half hour and your back ordered 5 weeks If you want an unlocked iPhone you have to wait for eternity to get one ! That's why I never bought the 6 iPhone and the only one I missed since the 2G F/U apple back order back order

Carence - April 7, 2015 at 2:05pm

Interesting to see them go this route as lineups build the hype for their products. I prefer online so it doesn't bother me but for the times I have lined up, it was fun!

Shirley Hershey - April 9, 2015 at 5:23am

Lots of us actually enjoy standing in line so we can go home that very day with our brand new Apple product. It's exciting. Also, it's a great opportunity to exchange info with other Apple enthusiasts. Order online and you have to wait an indeterminate time for delivery. Besides, most likely, you'll have to (or want to) visit the Apple Store anyway to get in-person info on setup, connections, etc. Moreover, lineups at retail stores engenders great PR for Apple Inc. Also, online instead of inline delivery deprives news media of some great photos and coverage of the lineups.