Apple scraps plans for ‘blockbuster’ in-store Watch launch
The familiar sight of die-hard Apple fans queuing around the block to get their hands on the Cupertino giant’s latest gizmo is set to be missed this 24 April after the tech giant confirmed that it had scrapped a ‘blockbuster’ in-store launch for the Apple Watch.
Instead Apple has confirmed that its much hyped Apple Watch device will be available online only until June at the earliest as the tech giant seeks to streamline deliveries.
The revelation was contained in a staff memo from Apple’s Angela Ahrendts and subsequently leaked to The Telegraph in which she wrote: “Are we going to launch every product this way from now on? No. We all love those blockbuster Apple product launch days - and there will be many more to come.
"It's important to remember that Apple Watch is not just a new product but an entirely new category for us. There's never been anything quite like it. To deliver the kind of service our customers have come to expect - and that we expect from ourselves - we designed a completely new approach. That's why, for the first time, we are previewing a new product in our stores before it has started shipping."
Apple has confirmed that customers who pre-ordered their devices will begin to receive stock from 24 April, meaning the device will launch with a whimper rather than a bang.