Concluding one of the most excruciatingly protracted product rollouts we have ever witnessed, Apple has finally opened up its reservation system for making Apple Watch purchases in its U.S. stores. Created to avoid the outsized queues of shoppers clamoring to buy the coveted timepiece on a first-come-first-served basis, the system now allows customers to choose a model on the Apple website and then choose a store based upon availability along with a designated time to stop buy in pick it up in a specially designed paper bag. While the watch has been available to be shipped directly through Apple for a few weeks now, buyers would have generally had to make the purchase before seeing the item in person and would also have been precluded from paying in cash if they so desired. Customers will now be able to walk out of a store with them starting today. Shoppers will be required to bring I.D. and will be able to try on the model before making a final decision and purchasing in the store.
The new system should mollify the amazingly cranky neighbors of the newest Apple Store at 74th Street and Madison Avenue who are still fearful that the store will disrupt their peaceful neighborhood with long hours and even longer lines of customers on the sidewalks there for product launches. The real test will come in September when the next iteration of the iPhone will presumably become available, but by then we are betting that the furor over the new store should have died down.