“Many of you have been getting questions asking if we will have the watch available in stores on April 24 for walk-in purchases. As we announced last week, due to high global interest combined with our initial supply, we are only taking orders online right now. I’ll have more updates as we get closer to in-store availability, but we expect this to continue through the month of May”.
Already, online sales are constrained so it’s not surprising to see the same happening in stores. With pre-orders topping 2 million according to some reports and an expectation of as many as 20 million units selling in the first year.
Part of the reasoning, according to Ahrendts is around the high level of product customization available to customers.
“Apple Watch is also our most personal product yet, with multiple case and band options because it’s an object of self-expression. Given the high interest and initial supply at launch, we will be able to get customers the model they want earlier and faster by taking orders online”.
There’s little doubt the Apple Watch will sell well, particularly during the first year or two of availability. But given watches tend to be a long term purchase, unlike mobile phones, we wonder if Apple will sustain this level of sales interest and if people will upgrade every couple of years when a new model arrives. That is assuming Apple sees their first foray into wearable tech in the same way as other consumer electronics products.