WASHINGTON — Camping out in line, hoping to snag a new Apple product on the day it is released has become a ritual for many, yet a company executive wants to encourage customers to avoid their local Apple store.
Apple’s retail chief Angela Ahrendts has sent a memo to employees, suggesting they urge customers to order online, rather than at retail stores: “The days of waiting in line and crossing fingers for a product are over for customers,” wrote Ahrendts, in the memo obtained by Business Insider.
While Apple has generated countless media reports of determined Apple fanboys and fangirls enduring nights camped in front of stores, demand has sometimes resulted in disappointed customers.
The memo from Ahrendts suggests the company doesn’t want frustrated consumers when the Apple Watch and new MacBook are released.
“Customers will know exactly when and where their product arrives,” wrote Ahrendts.
Ahrendts acknowledges pointing customers toward online purchases for new releases will mean a cultural shift.
“This is a significant change in mindset, and we need your help to make it happen,” said Ahrendts.
“Tell your customers we have more availability online, and show them how easy it is to order,” wrote Ahrendts. “You’ll make their day.”
