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Apple's New Retail Chief Hates Product Launch Lines

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According to a leaked memo obtained by Business Insider, Apple executive Angela Ahrendts wants to put the practice of lining up outside stores for a new Apple product to rest.

"The days of waiting in line and crossing fingers for a product are over for our customers," Ahrendts's memo reads. "The Apple Store app and our online store make it much easier to purchase Apple Watch and the new MacBook. Customers will know exactly when and where their product arrives. This is a significant change in mindset, and we need your help to make it happen. Tell your customers we have more availability online, and show them how easy it is to order. You'll make their day."

Sources told Business Insider that store inventory would be purposefully limited for the Apple Watch launch, and customers will instead be directed to order online whenever possible. Apple's move is surprising given that the enormous lines that form outside their stores around new product launches usually guarantees free press for the brand. However, Ahrendts's memo indicates that it's not worth the usual sell-out in stores and being unable to meet customer demand. We'll see if the new direction makes a difference on the Apple Watch's official launch day, April 24.