However that is something Apple’s SVP of Retail and Online Stores Angela Ahrendts wants to change. In a memo obtained by Business Insider, it seems that Ahrendts has instructed Apple store employees to encourage customers to stop waiting in line and to head on over to Apple’s website to purchase their products.
According to the memo, “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.”
This is actually an interesting shift in strategy as previously Apple’s Tim Cook had encouraged purchases within the Apple store as he believed this could lead to customers purchasing other products too. Then again that was 2 years ago and there was also a reason Apple had hired Ahrendts to begin with, so perhaps this new strategy could work.