It’s no secret that Apple’s launch plan for the Apple Watch hasn’t gone as well as the original iPhone and iPad launches.
Extremely limited supplies have led to long wait times for pre-orders. The lineup of choices is so complex that the company needed to give people weeks to try them on in stores before they were supposed to be available. And the confusing online-only purchase process advertised in Apple’s retail stores didn’t initially disclose that stores won’t have any units in stock on launch day. No part of the process has thrilled potential customers.
Yesterday, Apple’s SVP of Retail Angela Ahrendts sent an internal video memo to employees about the Apple Watch rollout in an attempt to help answer questions and assuage concerns about the many issues plaguing the launch, not the least of which is the lack of a “blockbuster launch” at retail outlets that customers and employees alike have come to expect from Apple. Some people took the video as an admission of guilt by Ahrendts. But although she may share responsibility for some of Apple’s missteps, she isn’t solely or even largely responsible for the issues.
Here’s where I believe things fell apart during this launch…