Angela Ahrendts: 'The Days of Waiting in Line' at Apple Stores Are Over

[Arran]

Ron Johnson was a perfect match for Apple. He is largely responsible for the success of Apple's retail rollout.

Can't imagine what made him think the same formula would work for an outdated retail store with a lousy product line and bargain-focused customers.

Exactly. Smart guy but he worked off bad assumptions. Johnson never got to know Penney's customers. Could it happen here?

Could Apple stores in future be as devoid of life as Burberry stores are now? Here's two pictures. One is Burberry's beautiful Regent St. flagship in London. The other is Apple's Regent St. store - almost right next door to the Burberry store.

I've been to both on the same weekday evening. They both looked EXACTLY as they do in the pictures.

Which store says to you - as a tech customer - "you're in good company"?

 

[jblagden]

New iPhone at Carrier Store

If you don't mind missing out on the experience of going to the Apple Store, and you'd rather not wait in line for hours, you can always go to the Verizon store or the store of whichever carrier you have, and buy the new iPhone there on the day it's released without waiting in line.

 

[nando87]

But those heathens, those that 'Think Different', GAVE Apple the cash they have. They GAVE Apple the brand religion they thumb their nose at.

I say that perhaps the idea of having a $17,000 Apple Watch is more a condemnation of the society we live in, than a product that Apple should be offering.

But, yes, perhaps Apple is playing a greedy game.

Look at the 'New Mac Pro' for an example. Priced, and equipped way out of the price range of the computer hobbyist, yet an awkward fit for the pro users too.

But anyway, I ramble. I have a full day, and, well, have no control, or input into Apple's future.

I won't be buying an Apple Watch.

My first apple product was the iPod, when it was released, but I didn't change the whole ecosystem to Apple until two years ago or so. So, I wasn't a die hard apple buyer back then, when the iPod thing I mean, but I was aware of the culture that surrounded it. That being said, since 5 years ago or so, I link Apple more to the luxury and design conscious world than to the "Think different", the think different is largely over if you ask me. You only have to enter luxury themed tumblrs or instagrams and see the pictures, it's that easy. A picture of a $$$$$ Audemars Piguet Royal Oak Offshore with a Macbook Pro, or a $$$$$ Panerai with an iPhone, I mean, just luxurious things putted together... that's Apple nowadays IMO, the premium design tech company, but maybe some sectors haven't already realized it. Ot maybe it depends on your point of view, I don't know.

You see? Audemars Piguet, Louis Vuitton, Anil Arjandas and... Apple, of course. It's no coincidence.

 

[sracer]

But....I thought Apple purposely created lines and product shortages to create hype and generate PR?

They did. But now they know there won't be those lines anymore so they're trying to get in front of it so that they can say that their pre-emptive plan to reduce lines worked.

 

[freediverx]

But a lot of the messaging that's leaking re:retail was never intended for the public. We're getting bits and pieces of internal memos/training materials. Most people who don't come to sites like this will be completely oblivious to all this noise.

The messaging must start within the company, at all levels. It can't just be an insincere afterthought attempting to translate black and white business speak into something more palatable for the public. In other words, they need to have a customer-focused reason for any policy changes such as this, and the messaging must flow naturally from there.

As far as new product launches go you're right. Tim Cook can't replace Steve Jobs as Apple's ultimate salesman on stage. And from things Ken Segall has written it's clear Phi Schiller wasn't as involved with or close to Apple's marketing agencies when Steve was alive. Personally I think Apple should reassign Schiller (perhaps let him be responsible for Apple's first party applications) and bring someone new in to run marketing.

There's no need to replace Schiller. His role goes far beyond messaging and he's done an admirable job in his years with the company. If anything, it's Tim Cook's delivery that I find most lacking. Again, nothing against him in his role as CEO - he's accomplished something monumental since taking over the reigns. But he's not a product guy nor a good story teller.

All the major players at Apple are doing a great job, but none of them have Jobs's storytelling gift. They need to first admit that their messaging is flat and then find someone to help them with the storytelling. This should not be some high profile, eight figure hire from a major corporation. The role might very well be served by one or more people already working at the company. It should not be difficult to find someone who can tell an eloquent story about an Apple product.

 

[iosuser]

Agreed.

And with all the Thanksgiving/Black Friday crowd issues (fights/deaths by stomping), the Apple issue in China last year, I think Apple does NOT want bad publicity if something like that occurs in an Apple line. One bad thing happening outweighs all the good publicity with the lines.

Instead, if there is a line outside of people just picking up pre-orders, it will be a lot happier bunch out there, for a shorter period of time, with no pushing or shoving - because everyone will get their reserved item.

While I agree that someone buying $10K to $17K watch should not have to wait outdoors in a line, I don't think this Senior Apple VP understands the publicity value Apple has gotten over the years of all the news reporters showing the long lines of Apple fans awaiting the new iPhones....

Now imagine the negative publicity if there were no lines on a brand new Apple product launch? I just think that Apple doesn't want to take that chance of the stores being ghost towns, and preempts it by putting up this charade. They want complete control and having no lines there will be all their doing.

 

[Traverse]

No, the average sale price will probably be closer to $500.

Just one purchase of the Apple Watch Edition will greatly skew the "average" price.

 

[freediverx]

You clearly never worked at Apple during a product launch. Foreign scalpers flock the stores, thats the truth.

I totally get that, and I can't stand scalpers either. But ranting about "non English speaking customers" smacks of bigotry and xenophobia. There are better ways to convey the same sentiment.

 

[shk718]

Apples day 1 online order process is always extremely frustrating - they're going to tick a lot of people off. Assuming Angela is responsible for this launch, I think she's making a confusing mess of things. I've had to explain the procedure to many friends with highly confused looks on their faces. "you can see but not take home on the 10th and you need a reservation to see and then you need to place an order to buy and it actually goes on sale on the 24th but you cant walk in the store to buy on the 24th you need a reservation for an appointment") If this launch goes badly we can say buh bye to Ms. Ahrendts.

 

[jonnyb098]

While I agree that someone buying $10K to $17K watch should not have to wait outdoors in a line, I don't think this Senior Apple VP understands the publicity value Apple has gotten over the years of all the news reporters showing the long lines of Apple fans awaiting the new iPhones....

Yes, Apple understands nothing....the most valuable company on the planet just doesn't get it. Both Tim and Steve both went to many product launches in retail. Apple doesn't need that publicity anymore. Especially since they're doing loads of interviews lately. They're in the headlines constantly in major publications crafting the message just the way they want it.

 

[shk718]

I totally get that, and I can't stand scalpers either. But ranting about "non English speaking customers" smacks of bigotry and xenophobia. There are better ways to convey the same sentiment.

agreed! These people aren't criminals - they're simply trying to make a living.

 

[Rick2030]

How much did they pay this woman to join?????

............Way to miss the point!

 

[TonyC28]

They did. But now they know there won't be those lines anymore so they're trying to get in front of it so that they can say that their pre-emptive plan to reduce lines worked.

This honestly sounds quite plausible. At least regarding the watch.

 

[i5pro]

The day Apple starts putting the bottom line above user experience will mark the beginning of their decline.

I agree with you, and i think it's starting to happen. I feel like the specialists are just going through the motions for a sale..not really caring why. They're helpful, but their stuff pretty much sells itself. I've pretty much made up my mind on what i'm going to buy when i get there. There's a reason i buy at an apple retail store instead of best buy or online. I find it lacking lately.

 

[freediverx]

I link Apple more to the luxury and design conscious world.

I don't think you understand the definition of "design."

 

[jonnyb098]

I totally get that, and I can't stand scalpers either. But ranting about "non English speaking customers" smacks of bigotry and xenophobia. There are better ways to convey the same sentiment.

Guess you cant handle the truth that the vast majoirty of the scalpers are foreign. Don't like the way I worded it? Fine. But its the truth.

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agreed! These people aren't criminals - they're simply trying to make a living.

Joke? Sarcasm? That can't be serious....

Of course they aren't criminals. They are unethical nuisances that detract from the general public trying to legitimately get a product they want to use and own. Not trying to triple their profit paying off others to stand in line.

 

[rockyroad55]

I like it. Place the order online for pickup. Sure beats waiting in line with a crap ton of scalpers.

 

[wizard]

I think some actually prefer to wait in line, it’s all part of the experience. Maybe this is specifically for the Watch and MacBook for now but she needs to make sure the shopping experience doesn’t diminish.
It’s a delicate balance.

It isn't a good situation for the company, eventually releases of iPhones will not generate the immediate rushes we have seen in the past. You don't want the community judging a devices success by the length of the lines seen at the malls. I can see Apple doing much in the future to moderate these rushes to the malls.

One option they have is the early release to the online store. Pre orders are part of this but they could go father and make the first couple of weeks online only. Not only does this truncate the lines at the malls it makes distribution far easier for Apple as they don't have to balance inventory across all of their stores.

 

[freediverx]

Just one purchase of the Apple Watch Edition will greatly skew the "average" price.

Which is precisely the point.

After the initial sticker shock, I no longer see any problem with Apple selling a line of gold watches at insanely high prices. The target customers for those will not only not mind their high price - they will be drawn by it.

The key thing here is Apple's decision to provide exactly the same features and functionality on their $349 model as on their $17K model. With this in mind, I see no justification for anyone getting upset over the gold watch pricing.

 

[NewbieCanada]

The day Apple starts putting the bottom line above user experience will mark the beginning of their decline.

For most consumers standing in line for hours is NOT a good user experience.

The zealous fan always thinks they represent the average consumer. They never do.

 

[Rogifan]

Exactly. Smart guy but he worked off bad assumptions. Johnson never got to know Penney's customers. Could it happen here?

Could Apple stores in future be as devoid of life as Burberry stores are now? Here's two pictures. One is Burberry's beautiful Regent St. flagship in London. The other is Apple's Regent St. store - almost right next door to the Burberry store.

I've been to both on the same weekday evening. They both looked EXACTLY as they do in the pictures.

Which store says to you - as a tech customer - "you're in good company"?

The difference is in Apple stores there are products to try out and play with. Or people coming in because of Genius Bar appointments. My guess is outside of iPhones and accessories the Apple stores will become showrooms where people go to experience the product, ask questions, use the Genius Bar etc. and more purchases will be done online. Or ordered online and shipped to store. Let's not forget that Apple has stopped reporting retail as its own product segment and B&M retail and online were combined where as previously they were separate teams.

 

[bdkennedy1]

They just sucked all the fun out of waiting in line to get your hands on something TODAY, not a month from now.

 

[KdParker]

Darn

This means more people will pre-order the new iPhones too.

If I recall the servers practically choked on the volume of preorders last time.
How are they going to push people towards that without having this corrected.

(If that is even possible to correct).

 

[G4er?]

Why try to be personable when you don't have to be.
People will continue to snap up Apple products.

Kind of like that old Lily Tomlin skit.

"We don't care, we don't have to. We're the phone company."

 

[MagicBoy]

I think the lines were good publicity at one point but those days seem to be long gone. I think the iPhone 6 launch killed it.

The lines of non-english speakers at the launches for the iPhone 5S and the iPhone 6 for the Triads to scalp on in foreign markets that killed it.

Check out the Casey Neistat youtube channel.