‘Seen’ is something of an exaggeration, but ‘had a small glimpse of’ would have made for a rather lengthy headline.
Despite the fact that I’d placed my Apple Watch order online within a few minutes of pre-orders opening, I also made a same-day appointment for a try-on. This was partly because I wanted to handle the watch right away: Apple PR does not smile on a website that consistently reports upcoming product information, so we are firmly crossed-off the list of invitees to launches. But it was also partly because I was curious how the watch would be presented by store staff.
But let me begin by backing up a step or two …
To borrow a phrase, I love humanity, and I love my family & friends, but I hate people. By which, of course, I mean that individual people are lovely; not so much people en-masse. Crowds of people. Throngs of people. Queues of people. The experience of people, in short, that you typically have in a busy Apple Store.
To be fair, my distaste for crowded stores is nothing Apple-specific. I’m an equal opportunity hater of crowded stores. Anything I can buy online, I do buy online. Amazon loves me.
But Apple’s London stores are a good – or bad – example. Every time I’ve been into one, they’ve been packed. This is not Apple’s fault. The Covent Garden store was, until recently, the largest Apple Store in the world. There are three floors, and it’s almost warehouse-sized. Regent Street, above, is also very large.
But both are always rammed. I visit them only under duress. The last time I did so was to replace an iPhone that had suffered a slight wine-related incident. The staff were great. Getting a cut-price replacement for a phone I’d killed through my own clumsiness was great. But the part of the experience that stood out above all else was having to first fight my way through the crowds.
So usually when I buy an Apple product, I buy it from the online store. A few clicks, and a few days later the desired item is mine. No crowds, no fuss.
But Friday’s Apple Watch try-on appointment was a rather different experience. I walked into an only moderately crowded store. On the day that not just one, but two new products were launched! I approached the first member of staff I spotted, told them I had an Apple Watch appointment and was taken to the guy doing the check-ins. I waited there all of ten seconds before I was taken to meet the man who would be handling my try-on.
When he pulled up my appointment on his terminal, he could see the two watches I had favorited on the Apple website, and immediately pulled the first of these out of the drawer: the stainless steel with black classic buckle.
I was instantly impressed. It had always previously felt like the retail stores and online store were entirely separate worlds, but here the two were seamlessly integrated.
While I tried on the first watch, my host was already readying the second.
The watch you try on is running a video demo, so you can’t interact with it. I told him (quite truthfully) that I’d watched video demos but still wasn’t entirely clear how the user interface worked. When did you use the crown, the button, swipes on the screen?
He immediately (if not entirely accurately – see comments) removed a good third of my confusion by explaining that the button did one thing, and one thing only: it displayed a list of your favorite contacts. From there, you could call, text or … I guess we don’t yet have a verb for watch-to-watch taps or drawings … that contact.
Since I couldn’t interact with the watch I was wearing, he pulled over one of the interactive demo units: an iPad wirelessly linked to a demo watch. When I opened a screen on the watch, the iPad displayed information about that screen, telling me what I could do and explaining how to do it. Any questions, the store employee was there to fill in the gaps.
It was perfect. My initial slight annoyance at not being able to interact with the watch on my wrist disappeared as I saw that this was a much better approach. Website-store integration followed by watch-iPad integration, with employee as backup.
When I reported the memo Angela Ahrendts sent to store staff encouraging them to direct customers to the online store for purchases, I initially saw it as a fire-fighting measure. Trying to remove the unsightly mess of people camping outside the store for product launches, many of them scalpers. An attempt to reduce the crowds.
But no. It’s about more than that. It’s about, as she wrote, a change in mindset. The online store there to provide a convenient route to purchase, the retail stores there primarily as a showroom, geared to helping people figure out what it is they want, and how to use their chosen product.
What initially seemed a rather small matter – suggesting that people are more likely to get what they want online – is, I think, the first step to something much bigger. Integrating online and retail stores in a way that allows each to do what they do best. And between them, delivering a better customer experience of what, for the first time, can be considered a single entity: the Apple Store.
This reinventing of what the Apple Store means is why Ahrendts was hired. There had been some mutterings about how long she might remain in post if the Apple Watch launch turned out to be chaos. But if the rumored million-ish sales in the first 24 hours are true, and if my experience is typical, I think her job is very safe.
If you haven’t yet made it to a try-on appointment, check out Dom’s great video – and also this insight into an Edition appointment.
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Believe me, I get it – I like the fact that the stores aren’t mobbed anymore, and the scalpers have been properly dealt with, but I still like the idea that I could walk into a store, pick an item I want, Apple-Pay for it, and walk out with product in hand.
I still say they launched the Apple Watch wrong – too many variations sold. Granted, all of them are sold out and backordered right now, but it should’ve been sold as watchfaces and bands separately.
I actually think Apple’s goal was to simplify … (Slightly annoyingly, in my case, given that it didn’t offer the combo I wanted so I had to buy an extra band, but I understand the reasoning.)
What was the combo that you wanted? Just curious? One of my favorite combos right now is Apple Watch Sport Space Black with Black Leather Loop, epic.
Buying an extra $50-$500 band is a brilliant sales move on Apple’s part – at the expense of the customer. After all, like most accessories, it probably costs them a mere fraction of that to produce (especially the fluoroelastomer band), versus the actual watch.
On the basis that I might end up keeping it, and I expect notable improvements in the second- or third-gen product, I opted for the Sport – but wanted it with a black band.
@editingsofa
“Obviously retailers want you to buy in stores, but how can online improve your in store experience. That is what Ben is talking about. Not making you walk into a store first, then make it inconvenient to leave and go and buy online and wait for the product. That is not what is happening and that is not what he is saying. I can easily see how it sounded that way.”
Apple retail chief Angela Ahrendts sent out an email to all retail employees telling them to encourage customers to make purchases online. Not exclusively online, but a definite shift in focus, it seems:
“Get in line online
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.”
I’m with you on the walk-in experience. The idea of walking into a store and customizing a product that is then shipped to your home was done before. As I recall, Gateway used this approach for their PCs, and it failed miserably. In fact, it was Gateway’s failure that lead many analyst to expect the Apple Store to also fail. The right approach is for a brick and mortar store to be just that, a place to walk in and purchase the product you want. How is walking into an Apple store to try on an Apple watch any different than me walking into a jewelry store, trying on a name brand watch, and then ordering online when I get home?
I’m not wild about the idea of having to order online either. I feel like you lose the impulse buy when you do that. When you’re in the store touching and feeling it, it can be difficult to say no to a sales person who is spending their time helping you. I hope this is just a change due to inventory control and not a permanent one.
As someone who has worked retail in several stores for several years now (including Best Buy and the Apple Store), I can tell you that more and more people have been using brick and mortar stores as showrooms anyway. They come in, check out the products, get information from the salespeople, then they go home and do some more research, make their decision, and then order online. We literally called it showrooming at Best Buy. The industry is definitely headed towards online. And the stores that are able to adapt, will be the ones still around 10 years from now.
“How is walking into an Apple store to try on an Apple watch any different than me walking into a jewelry store, trying on a name brand watch, and then ordering online when I get home?”
I don’t quite understand your question. It isn’t different, or at least it’s not supposed to be. Apple was going for a premium jewelry store type experience with this.
@Matt Galper
“They come in, check out the products, get information from the salespeople, then they go home and do some more research, make their decision, and then order online.”
Yes…but usually with the online vendor that gives them the best price or the best package deal. Apple will lose direct sales if it encourages customers to go home and check online prices/packages.
If I can’t walk into an Apple Store and get what I want, I’ll go to another brick-and-mortar retailer (if they have the same product), or I’ll order online for the best deal I can get. That will break the relationship Apple has with a percentage of its customers, unless it is going to prevent other stores and online retailers shipping its products.
I don’t see Apple preventing walk-in sales, simply encouraging an online/offline/online experience: look online to develop a short-list, check it out in-store if needed, go online to buy it.
@Ben Lovejoy
“I don’t see Apple preventing walk-in sales, simply encouraging an online/offline/online experience: look online to develop a short-list, check it out in-store if needed, go online to buy it.”
That’s an awful faff. If you’re there in person and happy with the price/deal, it would be a major pain to go online to buy and then wait for delivery. If Apple *encourages* me to order online, I will look for the best deal possible and Apple may lose me as a direct customer.
If I want to use it immediately, I’ll buy it from the store, but most of the time I’d rather someone else carried it home for me.
@ Briar Kit Esme: The flaw in your argument is that Apple products aren’t available anywhere else but the Apple store. You can only do price checks on their third party accessories only Apple doesn’t really give a damn if you buy those anywhere else, they are just filler.
I think some of you are missing the point. Most of us “window” shop online (amazing pun). Then go into the store. Obviously retailers want you to buy in stores, but how can online improve your in store experience. That is what Ben is talking about. Not making you walk into a store first, then make it inconvenient to leave and go and buy online and wait for the product. That is not what is happening and that is not what he is saying. I can easily see how it sounded that way.
@Gazoo Bee
Apple products (iMacs, MBPs, Apple TVs, etc) are available online in the UK via other vendors.
Yeah Ben, your premise for this posting is just completely misguided for us living the states. The idea of walking into a store, customizing the order, and then waiting at home for shipping has been done before with varying success. Aside from Gateway Computer stores (something you haven’t yet acknowledged in your article or your comments), Sears does this with Lands End clothing. Even so, you’re now suggesting that you would rather purchase a watch on-line because you don’t want to wear it home from the store?
There’s nothing to say that Apple might not have traditional purchase available after the launch window. It’s good to close the deal and help the customer get setup. I’d imagine that since stock is so constrained, the online thing was to manage expectations and prevent disappointment.
I wouldn’t be surprised if things are different by the holidays.
Technically, this wasn’t the full launch, this was just the pre-order launch. Where this process differes from past launches is that you’re able to try the product before it’s released, or before you pre-order it.
They aren’t preventing you from walking into the store and purchasing an Apple Watch, they’re just giving you a more interactive experience with a product that isn’t actually available yet. Imagine, in the future, if the day after a new iPhone is announced at a Keynote in early October you could walk into an Apple store and try out the new model before you pre-order or purchase it on launch day. This would have been great with the iPhone 6/6 Plus for all of the people wondering about the physical experience with two much larger phones than Apple customer’s are used to.
On April 24 you will be able to go into the store and buy one, though they’ve said you need to go online and pick out/order the one you want because they want to make sure that they have the combination you’re looking for. Sure, this doesn’t allow for an impulse “oh I’m out and I’m just going to purchase a watch” (but you could still take out your iPhone, open the Apple Store app and order the watch from where ever you are at the time.), but Apple is trying to control the experience for what they say is the “most personal device” they’ve ever made.
Makes sense that they want to curate the process in someway, especially given how new of a product category this is.
With a watch, you are losing sales if you don’t offer options. If anything, Apple needs more variations. They do sell bands separately, but I like the various combination packages, as well. I don’t think I’d have bought it if all they offered were the Sport with Sport Band, or even 2-3 options like Samsung or Motorola before them. Funny how it’s usually Apple known for imposing a one-size-fits-all approach, but for wearables they did not. I think they got it right.
So you want to buy a watch with no band? How is that a good experience?
And you will still be able to walk in to a store, pick an item you want, Apple-Pay for it and walk out with product in hand. You just won’t be able to do that on launch day for a brand new product category.
“I still say Apple launched the Apple Watch wrong”.
Really? They have the top people in the retail world and are the most successful retail store in the world ever and just sold 1,000,000 Apple Watches making it the largest product category launch Apple has ever had….and you still think they launched it wrong?
Honestly, the rubber bands serves the purpose and could be thrown in with all of the watch collections. Then all other bands are accessories.
Agreed. I think it would’ve been better to say starting from and then allowed people to add on a band. After all some people may never use the band supplied, rather opting for a third party option. Another way to go about it would be to only offer the rubber bands in the box for all three collections – essentially for free. Then offer all other bands as accessories.
The side button, the button below the Digital Crown has another feature besides the single press for Friends. If you double press it becomes a shortcut for Apple Pay.
Long press: Siri; Crown and Button: Screenshot
Actually, you hold the Crown for Siri. But I haven’t heard about the Screenshot yet (kinda assumed it’d be just like other Apple handhelds), good to know.
Sorry, yes, hold down the Crown for Siri and the button held down powers on or off… Thanks for thfor correction, Thomas Yoon.
I think you nailed it. Also, this isn’t just Apple’s plan, but numerous retailers will adopt this in the future- especially in the fashion/high-end product space. Smaller retail/showroom space and use the rest of the store’s footprint as a shipping/delivery hub and you can also reduce the amount of time for shipping product, too.
We’ll probably see more automation in back of the stores as well.
Agreed – this is likely the future of retail for the majority of non-grocery, non-trivial products.
Think the online push might well lose Apple some direct online sales (though all sales bolster Apple’s profits eventually, irrespective of how they are made), with people visiting Apple Stores but then making purchases online via discounters/promoters such as Amazon or John Lewis.
If people are driven to making purchases online, they’re likely to take a few minutes to see if they can get the product they want at a better price or with a better package deal, rather than slavishly visiting Apple’s own online store.
Also, there are no significant headlines or photo opportunities in online sales. The marketing Apple gets from media coverage of product launches is, IMO, so important in driving desire in would-be switchers.
I think you’re right on the losing sales, but Apple gives its retailers such tiny margins it probably doesn’t care much about losing those. It gets the bulk of the profit either way. I don’t think it needs the photo-opps these days.
Will be interesting to see if that is true in the future. I certainly didn’t have the usual raft of emails and messages from friends and family that I normally get on product-launch days.
Think the Apple Watch and (especially) MacBook slipped under the radar for a lot of people who would usually have seen the queues highlighted on the news channels and in the papers. Those photo-opps were great for encouraging a herding instinct in would-be switchers.
I think you’re right that it will lose some sales to other online retailers, but I doubt it cares much: it offers them such tiny margins, it keeps the bulk of the profit either way. I don’t think it needs the photo opps these days.
How can they lose sales to other online retailers, when only Apple carries Apple products?
For example: http://www.johnlewis.com/browse/electricals/laptops-netbooks/laptops/apple/_/N-a8fZ1z13zz4
“How can they lose sales to other online retailers, when only Apple carries products?”
There is so much wrong with this statement/question (read: brain/thinking) that I don’t even know where to begin …
I don’t think that Ahrendt’s wouldn’t have thought of this and offer a way for employees to quickly put an online order in for a customer.
I see Apple taking advantage of their iTunes credit card library – since most billing addresses and shipping addresses are the same – to pull this procedure off.
While I agree that the online order approach is good for the Apple Watch, I am not sure it makes sense from a business standpoint for the iPhone. Apple gets millions in free PR from reporters reporting on the lines and the perception that an iPhone is worth waiting for. For the iWatch they had too many permutations of watches to properly match inventory with an individual store’s demand. In addition, the iWatch is not going to have nearly the demand as an iPhone and therefore the “line party” is going to feel like being at a dead party (time to find a better party). Be interesting to see if Apple squanders the PR benefit for the sake of the retail experience for the iPhone.
I think the line PR is mostly bad PR since the scalpers and commercial opportunists took over.
Can confirm. In my market (Seattle area) there was a few opportunists who would travel between the 5 stores and buy out their entire inventory of iPhones every single day for months after launch – all for overseas resell. A huge chunk of them were bound for the UAE. All the other actual customers waiting in line were SOL. Sucked for the employees and the end-user customers waiting in line. While I’m sure you’ll be able to somewhat accomplish the same thing with the online process, I doubt it will be nearly as prevalent or bad.
By far the best writer on this site. Well done Ben! :)
We’re fortunate to have a team of great writers, but thanks for the kind comment.
Ben’s great, but as he’s stated, there are a few other authors on this site who’ve consistently (: ~* glimpsed *~ :) writing nirvana.
Despite there being a line of 20 people in the store (not sure why), I was trying on watches within 60 seconds of walking in the door.
They were allowing try-ons without appointments too, you just skipped the queue with an appointment.
Actually, that queue could easily have been for the family room. At my local ARS, they were waiting outside since Apple Watch demos & try-ons had practically taken over the store.
Great article and great video by Dom.
However, my experience was entirely different as I did not book an appointment. I decided to walk into the Regent Street London store on Saturday afternoon and browse the watch models as a casual consumer, even though I have followed every video, article, announcement and review very carefully.
A friendly sales assistant wearing the new Apple shirt approached me to ask me if I would like to try one on. I replied by saying I would try one on later but first I was trying to figure out which colour/finish by preferred and that having seen the gold one, I was starting to feel tempted. His response really and truly surprised me. He smirked, looked away and exclaimed “But it’s nine grand!!” I told him that I would never consider doing it usually and my most expensive Tag watch cost £3000. However, I just remortgaged my apartment which has doubled in value so I have cash burning a hole in my account. I divulged this information with a smile on my face and in a friendly manner. I mean I was literally just define my purchase to him. I asked him In a jovial manner “Shouldn’t you be talking me into this?” He then asked me “How does a remortgage work?”
At that instant, I snapped back to reality and my potentially eccentric and over the top spontaneous purchase seemed as ridiculous as when I first saw the pricetag at the Spring forward event. He had talked me out of it by showing such little interest.
He then proceeded to show me the stainless steel Apple Watch with the connected iPad. When I exclaimed that interacting with the watch seems to change the iPad display, he asked me “Does it?!” I wondered if it was a lack of training or teething problems as it’s a new product but it’s very offputting when my level of enthusiasm for a product is not matched by the assistant.
I decided to politely thank him and leave as I felt irritable. There is no way I would have ever bought the gold watch online but after seeing it and having just had a heap of cash dumped into my bank account, I was comfortable in making a rash and frankly insane decision. I rationalised it in my mind by thinking that I sell my iPhone and iPad every year a week before the new model comes out which greatly subsidises the cost, so even if I get half the money back for the gold watch, I’d be happy.
Now I just feel jaded. I was prepared to be chastised and mocked by Apple haters and Apple fans alike. But when the store employee thinks I’m making a bad decision, then of course it’s time to walk away.
On the one hand, you were jokingly/jovially talking to a noncommissioned retail employee who makes probably £15-£20 at the high end about blowing an unexpected wad of borrowed cash that he’ll probably not have saved up for the next 10-20 years (if ever) on a hugely expensive product that unless you walked in set on getting the gold one (instead of the “now that I see it, I’m tempted” line you led with) is going to sell you the product they perceive as having the highest value to you.
At least, that’s how I would’ve reacted.
On the other hand, Apple absolutely needs to change that culture and train their employees better if they want to make it as a luxury watchmaker.
I think having just a demo loop for the try-on experience and keep the hands on experience to the watch/ipad unit is smart. The try-on is just meant for you to see how it looks on you. If they allow everybody to play with the phone functionalities, the appointments would drag out. This way they can move people quickly and efficiently through their appointment.
Yes, I think it was well thought through.
This is also the model Tesla employees for their *few* dealerships.
Reblogged this on Technology Blog.
Hey Ben, great opinion piece! I totally agree with you; Angela has done a great job with the Apple Stores. By the way, the name of watch-to-watch communications is called “Digital Touch”.
Thanks, 2is. I think the verb ‘digital touching’ may give the wrong impression. :-)
Haha, yes, I see now. :P
Ben, you can Digital Touch me any day XD
“I guess we don’t yet have a verb for watch-to-watch taps or drawings …”
Wouldn’t “tap” suffice?
I’m not sure about the USA, but in the UK ‘tapping’ someone would be hitting them up for a loan :-)
Its the Tesla approach.
I don’t see how waking up at 3AM to order a watch and still get a delivery date of May13-24 for the Sport version is progress. Most normal consumers want to walk in and buy the watch. Sorry, I don’t think you represent the majority of Apple’s customers. If this is the future, I don’t want it!
Neither the people waking up at 3am nor the guys queuing overnight represent the majority of Apple’s customers. My view is there is a lot of sense in using the website to draw up a shortlist of potential products, a store visit to confirm and then an online order (even if made in the store) to deliver to your home.
If this is so great, then why did Gateway Computer fail?
The reasons for Gateway’s failure would require a feature in themselves, but the bottom-line here would be that Gateway struggled to compete with online-only sources. Apple is obviously in a very different position.
But the point of your article is that walk in to see the product, order online to receive the product is the future of shopping. I’m saying that Gateway Stores were built on the premise that you walk in to see, and then wait at home to receive shipping. So its the same model. Now you’ve changed that argument somehow to say that Apple’s online/in-person hybrid model doesn’t have to compete with on-line only? So I’m totally confused now about what you’re point actually is. Now I know you think I’m just trolling here, but read over your article and all your posts. You’ve sort of been playing stick your finger in the dam to fill all the cracks that are opening up, and now you’re running out of fingers.
Regardless, my point is still valid. This has been tried before by Gateway. Its also standard operating procedure for Dell kiosks which operate in pretty much every mall in America. And I really think that is the model that you are looking at. You expect Apple to push all their products to a central warehouse so that the Stores act like nothing more than a walk-in show room — bigger than a Dell Kiosk but no more functional.
Clearing we have differing views on how this will play out. Time will tell …
I’m not saying that Apple won’t or doesn’t want to push sales online so that they can lessen their need to keep stock in the stores. I am saying that this online/in-store shopping experience isn’t new or unique to Apple. It has been done before, it is being done, and it will continue to be done by merchants other than and including Apple. Its just not unique to Apple, and its not particular ground shaking.
Ben,
I always enjoy your thoughtful analysis, and this article doesn’t disappoint.
Whether this is a new and permanent buying model remains to be seen. It seems like a reasonable solution for the launch of this particular product on account of the personal experience of interacting with sales staff and customers being provided with at least a couple of wearable option. It’s a great option for the watch–and it doesn’t prevent anyone from making other purchases.
If staff had to deal with clients that had not established preferences earlier, it would have been utter chaos. So, having clients browse preferences first, then have those preferences prepared for the consultation, seems like an excellent solution which Apple easily accommodates with in-house tools.
Like with each re-invention of the iPhone, Apple has to take risks. Thins change, models change–everything changes. For Apple to adapt in this area isn’t only predictable, it’s necessary. We are, also by necessity, the lab rats which these models are tested on. Fortunately, Apple probably has out best interests in mind. They do, after all, want to keep our business.
Thanks, Charis. I suspect the Apple Watch was chosen as the test-case as it was, as you say, particularly suited to this approach, but I do think Apple will be taking us further down this route in future.
Its slightly odd, Ben.
While I enjoy your reasoning in general sense, I cannot shake the feeling that you might often flirt with the mindset of Apple believers.
The work of Angie Ahrendts is a straight copy-paste concept from her previous job at Burberry, which is a slightly boosted variant of early 20th century department store retail concept. Nothing new there, really, but I guess you never went to any haute couture retail stores.
An idea of ordering online is also there for years now, which brings me to a question – What is she doing there all the time? The only thing that comes to my mind is her enhancing the superficial, which she did great at Burberry by putting $$$$$ price tags on sweat-shop made garments worn by dehumanised models.
In view of this, Apple Watch is a great example – marketed in a similar way, while also being a half-baked product without any solid utility for a lot of money and aimed at people who enjoy being on the Apple bandwagon.
So, halt the glorification of Apple’s new team of playboys and their semi-functional products. You seem like the guy who would be able to help us in our endeavour to bring back the company that used to make serious machines. We need rebels once again.
Check out https://hbr.org/2013/01/burberrys-ceo-on-turning-an-aging-british-icon-into-a-global-luxury-brand
Instead of lucky Samsungs at the right spot in time, I tend to stick with pioneers in the trade:
http://www.amazon.co.uk/Mr-Selfridges-Romance-Commerce-abridged/dp/1440569096/ref=sr_1_1?ie=UTF8&qid=1428959213&sr=8-1&keywords=romance+of+commerce
The entire new scheme is confounding. Logically, a “try on” appointment would be designed to allow interaction with the product to facilitate a satisfying choice. Problem here is that not everyone lives near an Apple retail store. What many people did was pre-order online and then go into a store to see what they bought. Sort of backwards in concept. There was a good amount of misinformation given by Apple staff. There were also some very disparate ‘try on’ experiences based on the skill of the clerk you got. It would have made more sense to me that “try on” appointments started on a particular day and lasted for a period. Then perhaps 2 days later, online pre-orders begin. I have read where several people regretted their pre-order selection when they actually got to see the watch in person. It has always been my understanding of retail that you never let a captive customer go away without purchase in hand. In my situation, I made a just in case pre-order fully prepared to return/cancel what didn’t satisfy me once I saw it. I was fortunate that the combination I thought would be most interesting exceeded my expectation. It very easily might not have.
But then you’d have people complaining that all appointments for those two days were booked within seconds … It just isn’t practical on this sort of scale to wait for try-ons before opening up pre-orders.
Compared to my android wear watch, the apple watch seems so complicated. Why did apple make a watch that did everything but tell time? Why not focus on basics? What happened to simplicity? Steve Jobs is rolling in his grave.
I haven’t read a single review by a non-Samsung employee that doesn’t say that the Apple watch is the best version of the smart watch to hit the market.
This reminds me of Dick Tracy, when I was younger…in a few years I feel the iWatch will become the ultimate tool and phones will nolonger exist in the homes. Computers will be like chips part of our bodies, we will have all these installed in ourselves to help the economy.
I like the idea of reserving launch items online when their is a short supply, however I feel that if Apple really wanted to do the whole sample the watch in person thing right then the displays and try on sessions should have been happening at least a week in advance. By having try on sessions begin 6 hours after the watch is sold out for the next 3 Months if people didn’t preorder without the try on session is illogical, and offensive to the dedicated customers that set aside time to go to the store and sample the watch. If Apple really wanted to integrate and revolutionize the online store with the physical store they should allow people to purchase in store product remotely from their own phone. When u walk into the store the phone would send a notification to a door greeter that would walk to the desk immediately to pick up your device, and then walk out. I also think customers should be able to know what models are available at your local store at all times. It is frustrating to wait to be addressed by a worker, have an appointment logged, wait some more, then make a purchase. Even more crazy for it to be reversed where u do all of that and then be told sorry no product is available order online instead. Go home and pray that the stars align that u will be home on a working day for a package to arrive that requires a signature? I’m just saying things could be better. Try on appointments are cool, but let’s be logical. Let them happen before the preorder time. Let customers order product based on local inventory and purchase from their phone. Apple does a lot of this well. I mean if I want to buy a MacBook Pro, let me do it right then and have the staff be notified automatically and then notify back at which desk to walk up to to pick up my computer without talking to anyone. How awesome would that be!
Agree on the timings in an ideal world, but with so much pent-up demand it wouldn’t be practical here: how long would a million try-on appointments take? Agree on store pickup, for those who want to do that. I suspect that is indeed in Apple’s plans.
Surely Apple needs to cut down or even remove the “inelegant”, 24-hour+, long, noisy, pavement-hogging, crowds around big stores on launch day. That is not the public image that Apple will want as they move into their retail future image. On-line ordering/In-store appraisal/store-collecting has Angela’s stamp all over it – what a difference !