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Apple Watch to Be Offered by Appointment

Consumers who buy the 18-karat gold $10k Apple Watch Edition model will receive more attentive hand-holding in stores.


As Apple prepares to launch the Apple Watch, details are starting to emerge that reveal how differently this most personal of the company’s products will be treated in stores.

The watch — whichever of the three models consumers purchase — will be available by reservation. That’s true for consumers who preorder a watch for pickup on April 24 (they’ll receive an appointment time for collecting the watch), as well as for those who are merely curious and want to try one on.

The more individualized handling of the Apple Watch reflects an insight that this device is unlike any other Apple has sold. People will want to try on the different sizes and feel the different materials, according to a person familiar with the matter.

The mid-priced Apple Watch, with its stainless steel casing, comes in 20 different models, with a variety of watchbands, including a link bracelet, a Milanese loop, and leather and sports bands.

Consumers buying the 18-karat gold Apple Watch Edition model — with its $10,000 price tag — may receive more attentive hand-holding from in-store experts who know how to work with high-end clientele, according to 9to5Mac.

Consider that the Angela Ahrendts effect.

Apple’s retail chief left her gig as the chief executive of Burberry in London to revitalize the company’s stores.

Update: This post has been updated to clarify that consumers who preorder a watch will receive an appointment time for picking it up.

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