Apple Stores Are About To Get Snootier

Apple does not want customers to line up for the Apple Watch, an internal memo reveals.

Ah, the overnight line outside the Apple store ahead of a new product launch: a time-honored and unhygienic tradition that has repeatedly illustrated Apple's cultlike appeal. But now Apple is hoping to end that tradition, at least with the launch of its smartwatch. An internal memo from Apple retail chief Angela Ahrendts instructs Apple store staff to push customers to buy the hotly anticipated Apple Watch online instead of in-store, reports Business Insider. Apple is trying to convince customers that the Apple Watch is a fashion item, not just another gadget, and a long line of unshowered campers does not quite exude an image of fashionable luxury.

Read Full Story