It might be an end of an era for Apple fanatics. The company no longer wants customers to wait in long lines at its stores during product launches, according to a memo by Apple senior vice president of retail and online sales Angela Ahrendts leaked by Business Insider.
The company is going to steer you towards using the Apple Store app or its online store to buy devices like the Apple Watch and MacBook.
This isn’t just idle talk. According to Business Insider’s souroces, in the UK, you can’t pick up your Apple Watch order in store. While that option will still be available in the US, it’s clear that Apple is downplaying in-person sales for some of its hot ticket items.