Whenever Apple launches a new product, there is a familiar scene—long lines and even a pack of enthusiasts that camp outside stores to get their hands on the newest gadget first. With the announcement of the new Apple Watch and a set release date for April 24, 2015, consumers expected the familiar ritual. However, a leaked internal memo from the company suggested otherwise. This time around, there will be no mega-event at stores for the watch’s release as it will only be available for online orders (until a later projected date in June).
Obviously not all brands have the same loyal following or hype surrounding each new product launch, but there may be something to learn from Apple here.