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iPhone 6S could see Apple return to ‘blockbuster launches’

Luke Johnson

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iPhone 6S could see Apple return to ‘blockbuster launches’

The Apple Watch is set to go on sale this Friday, April 24, although no Apple stores will be stocking the eagerly awaited wearable.

Despite seemingly spelling the end for the Cupertino-based company’s high-profile product launches – a trademark of the brand – according to Angela Ahrendts, Apple’s Senior Vice President of Retail and Online Stores, this is far from the end of week-long queues outside the company’s brick and mortar outlets.

Speaking in a new video message to retail employee’s, Ahrendts has explained how the Apple Watch launch is a ‘unique’ event, stressing that the company will return to “iconic, blockbuster launches” in the near future.

“It’s a new way of working, it’s a new way of doing things but this is not going to be forever,” she told Apple staff. “This is a unique time for us right now with these two new products that we’re launching.”

In the video (via AppleInsider), she adds: “We love our iconic, blockbuster launches that we do in the stores and have absolutely no fear, you will see those [again].”

Despite failing to mention any specific products, Ahrendts comments suggest that Apple’s next big product launch, will see the trademark day-one queues return.

Based on a flurry of recent reports, Apple's next high-profile release will be September’s much mooted iPhone 6S introduction

“This is just a very unique situation,” she added. “The Watch is an entirely new category, it is much more personal. With all of the different options, we wanted the customer to work with you, to take the time to get the one they wanted.

“By doing it online, we can make sure we can get them the one they want efficiently.”

Related: iPhone 6S Plus vs iPhone 6S

With strong demand far outstripping the limited availability of Apple’s first wearable, the company will not offer in store available on the device’s day of release.

Instead, April 24 will mark the time when the first Apple Watch pre-orders start to be honoured.

Not everyone will be getting their LG G Watch R challenger just yet, however. Within minutes of pre-orders having opened on April 10, estimated shipping times had already slipped to June.

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