In a press release, Apple announced that the smartwatch cannot be purchased in stores for the initial launch period. To keep up with demand, and perhaps to eliminate the less dedicated, Apple is taking orders exclusively online during launch. This means that to get an Apple Watch that is exactly your size, you would have to make an appointment for a “personalized session with a stylist” at an Apple Store, find the perfect fit within your 15 minutes of allotted time, and then order the device online, which will be delivered about two weeks later on April 24.
While the process sounds like a hassle, the masses of Apple early adopters have a history of not caring. So long lines and hysteria are on the docket in countries and territories where the Apple Watch will initially launch, namely the U.S., the U.K., China, Australia, France, Canada, Japan, Hong Kong, and Germany.
“Based on the tremendous interest from people visiting our stores, as well as the number of customers who have gone to the Apple Online Store to mark their favorite Apple Watch ahead of availability, we expect that strong customer demand will exceed our supply at launch,” Angela Ahrendts, Apple’s senior vice president of Retail and Online Stores, said in a statement.
“To provide the best experience and selection to as many customers as we can, we will be taking orders for Apple Watch exclusively online during the initial launch period.”
Apple will start selling the smartwatch in the brick-and-mortar sense by April 24, but it won’t be in every store. The device will be available in famous retail establishments such as colette in Paris and Dover Street Market in London.
