There was a fourth dimension when Apple launch did n’t light up headlines around the web . When the original iPod was released back in November of 2001 , for example , the only people lining up were at Apple Stores in Littleton , Colorado , and Newport Beach , California — and most of them were n’t looking to fork over $ 399 for an mp3 actor . They just wanted one of the gratuitous grand - opening T - shirts .
But ever since the iPhone , Apple launch have become major event , prompting long , snaking lines , week - retentive camp - outs , and stop - out holiday day for Apple Store employees . line and crowds have become so commonplace that Apple routinely sets up rope stanchion and guild cases of water to keep things orderly .
So when Tim Cook announcedApple picket would be available on April 24 , we naturally assumed it would be more of the same , with the first tents popping up sometime Monday good afternoon and at least one Apple Watch Edition leverage by a fledgling inauguration looking for some publicity . Butthat ’s not the slip . And it may exemplify a major shift in both the way Apple release and sells its ware .
Shop talk
Today ’s Apple Stores are remarkably dissimilar than they were in 2001 . The first retail space in Tyson ’s Corner , Virginia , had a familiar open base design , but distinct shopping incision for Home , Pro , and Solutions ( complete with ceiling signs ) , a software “ gangway ” in the center , and Flower Power iMac cash registers . Tables were curved , shelves were black , and the Genius Bar had a telephone set that straight - dialed to Cupertino .
But the overall mission was the same : to spotlight Apple ’s product . Before the Apple Store , Macs were somewhat hard to come by in the retail world , with stores like CompUSA and MicroCenter often expose previous models or else of the newfangled one everyone desire to see . And there were no celebratory launch — I can remember lead over to my local CompUSA on March 24 , 2001 , to pick up my copy of Mac OS X 10.0 Cheetah and commence a serial publication of clean stare until a manager finally went to the stockroom to find one .
The Apple Store is perfect for big splashy launches . Just not this time .
The Apple Store changed all that , offering a seat where the latest and cracking Apple products were always on display and uncommitted for purchase . Launch day were like little parties , and you’re able to argue that the early iPhone models would n’t have been nearly as pop without the lines of excited buyers in front of the Apple Stores . The people hold off outside advertised , built hype and turn a niche product into something everyone had to have .
Carry that wait
Since the launching of the iPhone , however , Apple has grown from a company with a little , fantastically fast lover base to one that sellstens of G of iPhones every hour . Apple products have gone from relatively rare to ubiquitous , and for those of us who do n’t survive near Cupertino or Palo Alto , waiting on line at Apple Stores keeps us connected to Apple ’s begotten culture . It ’s not necessary , but it ’s fun .
As a dyed - in - the - wool Apple fan , I ’ve done my share of hold off . Whether I was buying or try out , I ’ve done a mediocre amount of agate line standing ( and sitting ) , thirstily anticipating the moment when I would be motion to enrol through the gleaming glassful doors . I ’ve been there for OS go vent , iPhone and iPad launch , and even a Black Friday sale or two . I ’ve struck up more passing friendships than I can call back , and even for products I ’ve preordered , I still enjoy strolling past my local Apple Store on launching day to take in the spectacle . certainly , there are some distasteful line - dwellers just looking to cash in in , but the vast majority of the people still seem to be just like me : anxious to get their hands on Apple ’s latest toy .
Apple Watch is too high - end a product to queue up up for — and it would be extremely thwarting to wait for hours only to not be able to get the exact sizing , finish , and ring you really want .
It ’s a phenomenon usually reserved for limited - variation Air Jordans or Black Friday doorbusters , not a merchandise that will be on shelf for the next two twelvemonth . When Rolex uncover a new Submariner or BMW refreshes its 3 serial publication , people do n’t line up to see it , nor do they delay their purchase based on rumour of a new poser . And Apple might be looking to take up a standardised image .
Watch and learn
A few weeks back , Apple ’s senior vice president of online and retail stores , Angela Ahrendts , issued a memoto staffers declaring in no uncertain full term that “ the day of wait in line … are over for our customers . ” Would - be Watch buyers were directed topreorder online , where we would presumably pick our pet model for April 24 obstetrical delivery , but many models werebackordered from the outset . In fact , the Space Black Stainless Steel watch I grade just minute after it was uncommitted is n’t slate to arrive until June .
Now , this obviously is n’t the first time an Apple product has a months - long backlog ( and hopefullythey’ll ship sooner than promised ) , but Apple Watch is different than the usual iPhone waiting list . Nothing about Apple Watch ’s accessibility change on its actual launch day . You ’ll still have tomake an appointmentto try one on , you still wo n’t be capable to buy one on the store , and you ’ll still have to wait weeks if you require to outwear one . For all intents and use , it “ launched ” two weeks ago .
Launch mean solar day used to mean , “ the day you could buy the product at the Apple Store . ”
With a few dozen compounding to choose from ( and special Edition models already popping upon the arms of celebrities ) , entrepot will likely have a short supplying of model for impulse emptor even after the initial orders are all filled . Apple will surely read sales to see which mannikin are most pop , but I doubt you ’ll ever be able to walk into an Apple Store and walk out with a $ 17,000 Apple Watch Edition on your wrist joint ( even if you may afford to do so ) .
And I ’m not so indisputable we ’ll be go through an Apple Watch 2 this prison term next year , either . Luxury items do n’t trace timetables for release , and Apple is clearly market Apple Watch as a fashion accessory and not needs something packed with cut - boundary technology . From the meth display vitrine to thetry - on appointments , Apple is treating Apple Watch unlike any other product it has ever released .
So while the Apple Watch launch may seem somewhat uncharacteristic , it could sign a witting move away from the classic product release . Not only does Apple Watch be a unexampled current of revenue for the company , it also take some pressure off its other products , namely iPhone . Eventually , iPhone could watch a MacBook - type acclivity path , with sporadic chip upgrades and case redesigns every few years . The 24 - month contracts we sign have trained us to gestate annual upgrades of everything in Apple ’s catalogue , and every other tech company has succeed suit . It ’s an unsustainable pace , one that few other industries in the world follow , least of all luxury brands .
Time for change
Ina video messageobtained by Mac4Ever sooner this workweek , Ahrendts offered something of a clarification of her early memo . In it , she assures employees that she is n’t looking to alter the pith Apple Store launch experience , say , “ We know our iconic blockbuster launching that we do in the entrepot . And have absolutely no fear : You will see those . This is just a unique situation . ”
But with stock define to boutique stores like Dover Street Market , Maxfield , Colette and The Corner , Apple is clearly steer traffic away from its own fund . In her original memoranda , Ahrendts suggested the Apple Watch launching be a “ meaning change in mentality ” for Apple , and it ’s easy to imagine a future where new iPhones or iPads establish with a similarly muted fanfare .
We found the private try - on naming a wonderfully civilized , no - press way to shop at for an Apple Watch .
But if anyone can successfully manoeuvre such a alteration without heat a cultural recoil , it ’s Ahrendts . As the longtime CEO of Burberry , she understands full well how to cover a dear brand name with respect and wonder while still adapt it for a new era . As Apple continue to make its conversion to a full - on purveyor of sumptuosity goods , its retail locations will belike become more akin to jewellery stores than technology ones ; before long I imagine there will only be one of each colouring material of iPhone and iPad on display , not a whole table of them . big swaths of exhibit blank will be devoted to showcasing the various models of lookout man , as Apple Watch step by step becomes an increasingly important mathematical product in its catalog .
Haves and have-nots
The Apple Watch launch is about more than rid of line of credit . When Ahrendts took the rein at Burberry , one her first decisions was to shutter some 35 product categories incorporate the recognizable check pattern to recast the companionship as the opulence brand and dissuade knock - offs — not unlike how Steve Jobs close down the Macintosh clone programme on his return to Apple .
Apple is wager swelled on Apple Watch as a transformative mathematical product , but while the iPhone inspired horde of knock - offs , Apple want its watch to be one - of - a - sort , something that ca n’t easily be imitate . It ’s why the companionship has n’t announced preorder numbers , and why celebrities have been spot wearing them before preorders have shipped .
Anyone could be first in line for a young iPhone . For the Apple Watch , a handful of celebrities get it first , before the populace stick their orders occupy .
Ahrendts does n’t just know how to strengthen a make , she do it how to build exclusivity , and hordes of people queuing are uncomely of a company supply to people who can afford to strap $ 17,000 on their wrists . Camping out and waiting in short letter for the latest products may be ingrained into the fabric of Apple ’s devotee culture , but a horde of unkempt the great unwashed is n’t something Ahrendts desire to affiliate with Apple Watch .
And I suspect it wo n’t be very retentive before Apple Stores are demote to mere saleroom . When it ’s time to bribe the iPhone 10 or the Apple Watch 3 , Apple will sure enough have perfected its ordering system to the point where the model I choose will be be delivered in an New York minute with short more than tap of the screen on my articulatio radiocarpea .
And the only waiting I ’ll be doing is for delivery truck .
