Apple to Employees: Keep the Customers Away from OUr Stores on Apple Watch Launch Day

Via Jim Edwards:

Apple retail chief Angela Ahrendts is trying to usher in a new way for her company to handle product launches. She wants to encourage customers to avoid their local Apple Store when the Apple Watch goes on sale and instead order online, according to instructions she sent to store staff members obtained by Business Insider.

"This is a significant change in mindset, and we need your help to make it happen," the memo says (see the text and imagery below).

The memo is interesting because it suggests that the publicity Apple's stores normally enjoy on product launch days — when customers line up for hours or days ahead of a new iPhone launch — isn't entirely welcome this time.