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Angela Ahrendts Updates Retail Employees on Apple Watch and MacBook Launch Situation

Angela Ahrendts today sent out a video to Apple retail employees, once again reiterating Apple's Apple Watch policies and explaining why the company has decided not to accept walk-in orders.

In the video, shared by French site Mac4Ever [Google Translate], Ahrendts again told employees that the Apple Watch is only available online due to global demand exceeding supply. She also emphasized Apple's efforts to give customers the best possible ordering experience by restricting in-store orders and said there are no plans to change the current Apple Watch ordering process.

It was not an easy decision, and I think it's really important to remind every single customer that this is not just a new product for us, this is an entirely new category. And the first time we've ever previewed a product two weeks before availability.

The great news is from anyone who did pre-order, they'll start getting their orders this Friday.
Ahrendts told employees that she'll be providing updates on supply on a week by week basis, and she asked retail employees to prepare to help customers who will be receiving a pre-ordered Apple Watch in the near future. Ahrendts also once again confirmed that the Apple Watch launch is a unique situation and not reflective of Apple's launch plans going forward. "We love our launches we do in stores," she said. "Have absolutely no fear, this is a unique situation."

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The video also covered the MacBook, which has been highly limited even in first wave launch countries. Ahrendts said the response to the MacBook has been "overwhelming" and that it was one of Apple's best MacBook launches yet. Demand for the Space Gray and Gold MacBooks was described as "off the charts," and she said MacBooks are rolling out to Apple Stores that do not currently offer them on display.

Both the Apple Watch and the MacBook are in very short supply. Apple Watch orders placed today won't ship out until June or later, and MacBook orders for standard configurations carry shipping estimates of four to six weeks.



Top Rated Comments

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19 months ago

"...And the first time we've ever previewed a product two weeks before availability."

What's this supposed to mean? Apple unveiled the Watch like 6 months ago.


In person........
Rating: 40 Votes
19 months ago
"...And the first time we've ever previewed a product two weeks before availability."

What's this supposed to mean? Apple unveiled the Watch like 6 months ago.
Rating: 38 Votes
19 months ago
I really don't like Angela. (Assuming she's as expensive as she is)

Edit: Because of her the weird training tactics (segregated consumers by class demographic)
And because the retail experience has declined since she's been head of retail
Rating: 38 Votes
19 months ago
saving face for such a blunder of a launch.

We didn't mind the lines, we didn't mind the low supply, it was at least consistent and we knew what to expect. This? This is madness.
Rating: 34 Votes
19 months ago

saving face for such a blunder of a launch.

We didn't mind the lines, we didn't mind the low supply, it was at least consistent and we knew what to expect. This? This is madness.


How is this a blunder? Apple has always faced extreme demand pressures with new product launches. Even iPhones are still constrained when the new revision comes out, and that's there most successful product.

Stores are far less efficient than online ordering, so it makes sense when faced with constrained supply to deal with it that way.
Rating: 32 Votes
19 months ago
"unforgettable launch"

That's true alright. People trying on watches they had purchased on-line the night before by staying up until 3am and hitting refresh and praying?

How is that personally guiding anyone the day AFTER they've bought it before seeing it or trying it on?
Rating: 26 Votes
19 months ago
Launch-day in-store availability would have been a nightmare. Other products may have seen comparable volume, but had very little variation: black/white, 16/32/64GB, CDMA/GSM/WiFi ... and that was it (and that was a lot to juggle the first few hours). Here, we have small/large, sport/regular/edition, silver/gray/gold, 1-3 sizes per band, lots of colors per band, lots of bands, ... resulting in a LOT more combinations which means very few available for each combination which means people getting annoyed that they stood in line that long just so most couldn't get what they actually wanted. Too much potential variation in what each customer wants, not enough ways to package enough desired variations without actually assembling on the spot (and still not having enough components).
Rating: 25 Votes
19 months ago

Yes, but what difference does it make in terms of challenges? We've all been preordering our iDevices sight unseen in the past and did just fine.


I think the difference is in the customizability. You buy an iPhone, it's pretty straight forward. You buy a mac, you add ram and up the HD but still pretty standard. Here you have to try it on, get the right size, right color etc. When I went in, I thought my wife was going to want the silver with white band. She tried it on and immediately hated it. She wanted the black on black so this saved me from returning it. I think that's what they are trying to avoid. A whole bunch of returns.
Rating: 21 Votes
19 months ago
Tim Cook was praised by Steve Jobs as a supply chain genius. He's been dropping the ball on this as CEO. Anticipating demand is very difficult but that's why Tim Cook was considered almost super human in that regard.
Rating: 17 Votes
19 months ago
I don't remember Craig getting much backlash with the iOS 8 bugs. I don't understand this Angela hate. None of us has the scope of what she ultimately wants to do. And I don't see any disaster. Can someone point me to the ****up she caused? :confused:
Rating: 16 Votes

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