NOW we see the real reason Apple suddenly doesn't want lines at their stores. Product unavailability. And the more diverse the product line, the less Apple seems able to meet demand.
I'll share my last couple of iPhone launch experiences. In Australia, not a big market, often the first place Apple stuff goes on sale, and adjacent to Asia, scalpers can be an issue.
The iPhone 5 launch, the store I frequent had about 500 in line, buying up to 6 phones each & I felt silly buying only 1. At least there was stock, but the 5c had been on sale for a while, so the *new* product line was limited.
As you remember the 6 Plus was extremely limited supply, even pre-ordered it was delivered at least a week after the launch date. When I arrived at the store at 4am there were 1000 in line, scalpers from 2 days before at the front and everyone I spoke with had pre-ordered, received their ship date (next month) and was there to see if they could get something on-the-day.
About an hour before doors opened staff began giving out cards representing available stock to those at the beginning of the line. Half an hour before the doors opened, staff walked up and down the line letting everyone know that 64GB 6 Plus was already sold out. EXTREMELY limited supply on launch day. If any at all, really.
And the stories began to fill the media - no stock for those lining up. Suddenly lines at Apple Stores turn into -bad- publicity.
2015 and the Watch launches with (I believe Ive is quoted as saying) a million combinations. This is a supply nightmare for the pressure cooker of first day sales.
Realistically, most will just get a sport of the size and colour they want and take the bands supplied. We don't even know if the band you buy this year will be compatible with the watch you buy next year. So you want to be sure you can drop $500 on a band and not care if it's out of date next year. This is fashion after all.
This is a consumable item. The first generation will be a little iffy, so you'll want to get second or third generation as well and maybe hand down the initial watch to a relative.
This is a new era for Apple, and for the buying public. The Watch will go out of fashion quicker than a phone.
If you're prepared to drop $10,000 on a watch every year, then you're the target market for the Edition.
If you're prepared to drop $1000 on a watch every year for an Apple Watch, then you're the target market for Apple Watch.
If you just want to get in the technology, or need a different watch for sports, then you'll be getting the Sport, maybe upgrading every year or two, depending on technology, not fashion.
Apple wants stores to show off the watch, generate interest, let people see how it can help their daily lives. Get interested in all the fashion bands available, then buy the Sport (or whatever suits) and come back later to buy bands on an ongoing basis.
Having a particular Watch and band combination available to buy, day one, is a supply chain nightmare infinitely greater than the iPhone 6/6 Plus which was a publicity disaster.
Truth be told, in my example iPhone 6 Plus launch day, 1000 people should have left that queue when they were told there were no more 64GB 6 Pluses for sale. I did. I went there to confirm my theory that there was no stock and there pretty well wasn't. Those that I spoke with that stayed in the line, were either in denial or willing to take whatever they could get, not their preference.
You bet Apple wants interest high and expectation of receiving product low. That's how it's going to be.
For the record. I believe the Watch will be bigger than iPhone. All the pundits and commentators have missed the point. This isn't for them, this is for the ordinary people who don't care about tech or iOS upgrades, they just want the device that does the job for them. There are generations of consumers out there who've never worn a watch. There are kids out there who will be sending squiggles to each other all day long, just because they can. This really is something new and it's silly and properly useful. And it will sell millions a month once people get their hands on them.
