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The queue outside an Apple store in London for the launch of the iPhone 6. AP Photo/Kirsty Wigglesworth
new approach

Will large queues for Apple products be a thing of the past?

A leaked Apple memo suggests it’s trying out a different strategy for the launch of the Apple Watch and Macbook.

APPLE LAUNCH EVENTS bring a lot of fanfare with them, and part of that involves queuing up for the latest release on launch day.

Every major product released by the company has resulted in long queues of people waiting to get their hands on the latest iPhone or iPad device.

Yet for the launch of the Apple Watch and Macbook, Apple is taking a different approach and will encourage customers to buy either device online, where more will be in stock.

A leaked memo acquired by Business Insider shows Apple’s retail chief Angela Ahrendts instructing staff members to encourage customers to order online instead of visiting their local Apple Store on launch day.

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.

By right, the queues for a new Apple product are the kind of thing that results in publicity for Apple as people wait hours, sometimes days, to purchase a device. In one way, it can help highlight how popular and desirable a device is but said fans can be the target of ridicule by brands for going to such lengths to buy a product.

Business Insider also reports that stores in the UK may not have any stock during launch, meaning the best way to order one is online. Customers will be able to try out the watch in stores, but will be directed to kiosks or Apple’s website if they want to order one.

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