Apple retail head Angel Ahrendts on Tuesday sent out a video to Apple Retail employees, updating them on the Apple Watch and MacBook launches, and reaffirming Apple’s decision to restrict the products to online orders only.
In the video, shared by French site Mac4Ever [Google Translate], Ahrendts again told employees that the Apple Watch is only available online due to global demand exceeding supply. She also emphasized Apple’s efforts to give customers the best possible ordering experience by restricting in-store orders and said there are no plans to change the current Apple Watch ordering process.
“It was not an easy decision, and I think it’s really important to remind every single customer that this is not just a new product for us, this is an entirely new category. And the first time we’ve ever previewed a product two weeks before availability.
“The great news is from anyone who did pre-order, they’ll start getting their orders this Friday.”
The MacBook was also mentioned by Ahrendts, who said the response to the new laptop has been “overwhelming,” noting it was one of Apple’s best MacBook launches yet.
Ahrendts assured employees that she will be providing supply updates for the products on a week-by-week basis. Ahrendts also confirmed that the Apple Watch launch, with no in-store sales, and consequently no camping out in long lines as is traditional for Apple product launches, is a unique situation, and Apple will go back to traditional launches going forward. “We love our launches we do in stores,” she said. “Have absolutely no fear, this is a unique situation.”