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Apple is shifting its retail strategy for the Apple Watch to deliver a more personalized shopping experience, according to The Wall Street Journal. The report claims that Apple Stores will accept in-store reservations for customers to try on the Apple Watch and corroborates that Apple is training its retail employees to help customers choose an Apple Watch model that suits them best.
The report, citing sources familiar with the matter, adds that the high-end Apple Watch Edition will have scratch-resistant gold, which an in-depth analysis over the weekend revealed is because Apple mixes the metal with low-density ceramic particles. Apple is also said to have studied a platinum Apple Watch, but the model is unlikely to be announced Monday.
"The company has refined the smartwatch’s luxury features, making the gold in the Edition model scratch-resistant, according to people familiar with the matter," reports The Wall Street Journal. "It also has studied platinum watch casings, although the company isn’t expected to announce that on Monday, they said."
Apple CEO Tim Cook, during a visit to the Covent Garden Apple Store in London last month, told retail employees that Apple has "never sold anything as a company that people could try on before." The chief executive added that "tweaking the experience in the store" will likely be a requirement when the wrist-worn device launches in April. It also appears likely that the Apple Watch will be exclusive to Apple Stores immediately following the product's launch, although for how long remains unknown.
Follow the rest of our March 2015 event coverage for the latest Apple Watch information.
Top Rated Comments
(View all)So no online ordering? Pre-order? That could be messy for the stores.
"Ok great yes I decided I like this 42mm with this bracelet in this color. I'll take it"
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"Ok sir that model is on backorder for 6 weeks, and that strap is on backorder for 2 months"
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"uhhhh"
So? You buy it for the fact that it never tarnishes, not because flawless platinum looks the same as flawless aluminum. The difference is that the flawless platinum will still be flawless in 100 years. The aluminum will have flaws within a year.
But how long will the utility of the watch last? Lets say 5 years until upgrades are required for some of the new iOS functions to work, so a new model needed, and lets say after 10 years, even if it is still chugging along, will be useless and a really dated design needing another 20 years before it's in vogue again. Then you're just left with a lump of gold. For precious metals better to get a more traditional watch I think.I can see the utility in an Apple watch, a health/activity monitor etc, but I would want water resistance to use it for swimming etc too. At the moment I see the Apple watch more in line with the original Swatch ethos, a disposable watch. I just can't get my head round it as being a long term purchase, something to invest any significant amount of money in.