The days of long lines at the Apple Store are over


Fortune

This month’s launch of the Apple Watch will be different from Apple’s previous launches in at least one big way: There won’t be the block-circling lines packed with Apple faithful that have come to symbolize the company’s fervent following.

A memo written by Apple retail head Angela Ahrendts and obtained by Business Insider tells Apple Store employees to recommend that shoppers stick to buying the Apple Watch online instead of visiting Apple’s retail locations.

“This is a significant change in mindset, and we need your help to make it happen,” Ahrendts’ memo says. “Tell your customers we have more availability online, and show them how easy it is to order. You’ll make their day.”

The decision to prompt customers to buy the Apple Watch online comes after in-store iPhone 6 shortages left many customers disappointed. According to Business Insider:

The Ahrendts memo, however, is an indicator that Apple does…

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