The Apple Watch is an entirely new device for Apple, but the strangest part about its April launch is that you haven’t been able to actually buy one in-store. That’s about to change.
Apple hasn’t confirmed a release date, but CEO Tim Cook and head of retail Angela Ahrendts have reportedly told employees that the watch will hit store shelves this month after weeks of supply constraints that limited sales to Apple’s online store. In a video message to employees obtained by 9to5Mac, Apple retail VP Jim Bean said the company will roll out a reserve online and pick up in-store option to make buying Apple Watches easier.
How it works: At 8 a.m. local time in all countries where the Apple Watch is currently available, you’ll be able to check online to see if a nearby store has the specific model you want to buy. If so, you can reserve the watch and head on down to pick it up. If not, you’ll still be able to reserve a model that isn’t currently in stock. You can't do this just yet—it's just the rumored plan.
9to5Mac also noted that Apple Stores will soon carry demo watches that are actually paired to iPhones, instead of the current demo watches that only display reels of features.
Why this matters: While we still don’t have a release date, it seems like the Apple Watch will finally see the big launch day the company gives its other flagship products. And with some buyers who preordered on April 24 only now receiving their watches, those who waited to buy in-store might have made the right decision.