Apple wants people to stop sleeping outside of its stores, and they’ve got good reason; not only does it look scummy but because unlike every Supreme/Jordan/any ‘fire jawnz’ collaboration available in a modicum, Apple isn’t going for exclusivity – anymore. They actually want everybody to have their product now. Funny, huh?
Apple’s retail chief Angela Ahrendts, previously the CEO of Burberry, has called for a “significant change in mindset” where lining up for products is outdated by abundant availability of products online. “The days of waiting in line and crossing fingers for a product are over for our customers”.
Apple has traditionally enjoyed the free PR boost that comes from camping Apple enthusiasts and the notion of exclusivity that sold out products generates but as the drop of the Apple Watch looms, they’re mixing it up. In fact, the Apple Watch won’t even be sold in stores in UK, instead Brits will be encouraged to buy the watch online and most other people around the world looking to buy the product in store will have to book a fitting rather than just stroll in.
Business Insider got their hands on the memo Ahrendts sent out to employers and it reads:
“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.”
With the Burberry transplant and operations switch it’s evident the company is making moves to becoming a luxury retail brand, one outside of which haggard sleeping bags and place-holding homeless people aren’t welcome.
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