Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

Apple wants nobody to queue up to buy the Apple Watch

The days of Apple fanboys and girls lining up for hours to buy the firm’s latest and greatest gadgets will soon come to an end, if the company’s retail chief has her way.

In a memo sent out to Apple employees, Angela Ahrendts wants staff to encourage customers to order online rather than show up on April 24 to buy the Apple Watch.

The memo, picked up by Business Insider, calls on store workers to help with a “significant change in mindset,” by explaining inventory is deeper online so consumers are less likely to be disappointed.

Ahrendts writes: “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.”

While we’re not so sure about that last part, attempts to reduce queues outside the stores on launch days would be a significant move from Apple. Down the years, the company has continually milked the round-the-block lines in order to showcase the allure of its products.

Read more: Apple Watch Sport vs Fitbit Surge review

Business Insider’s report also reveals a few more details regarding the selling arrangements for the Apple Watch.

The site has obtained a leaked image showing the in-store wearables behind glass, meaning users will not be able to go in and pick them up, a la the firm’s iPhones and iPads.

It also explains those entering the store without an appointment may not be able to get hands-on time with the Apple Watch, as they won’t be able to just walk up and grab one.

BI infers the presence of the heart-rate sensor on the rear of the device prevents Apple from placing the watches on stands for users to grab at.

Why trust our journalism?

Founded in 2003, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have millions of users a month from around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.

author icon

Professional conduct

We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.

Trusted Reviews Logo

Sign up and get the best deals straight to your phone

Skip the hunt - get the latest discounts delivered directly to WhatsApp by signing up to the Trusted deals Whatsapp Channel.

Get Access