iApple Products

By Julia Love and Troy Wolverton

Staff writers

As its long-awaited smartwatch hit stores Friday, Apple offered shoppers not only a new product but a new sales strategy -- one that transforms its customers' experience.

For the first time, Apple is allowing consumers to schedule an appointment for a one-on-one demonstration of a product they haven't even purchased yet and spending upward of 30 minutes with each customer. That individualized attention is a far cry from the approach the company has taken with past products, even with the Apple Store's focus on customer service.

This new sales model may indicate a new role for Apple's stores, said analyst Jan Dawson of Jackdaw Research.

Apple retail chief Angela Ahrendts, left, chats about the Apple Watch with customer Paul Perez, of San Jose, at the Apple Store in the Oakridge mall in San Jose on April 10, 2015. (LiPo Ching/Bay Area News Group)

While they have never emphasized aggressive salespeople, the stores' approach with the Apple Watch is even softer. "This is really about a consultative sale -- making sure you walk out with a device that is right for you," he said.

The difference was noticeable when the Apple Store at Westfield Oakridge mall in San Jose opened Friday. A crowd of a few dozen people was waiting out front, but all but a few devoted fans had showed up just minutes before. And even the first in line did not walk home with a watch -- though the gadget was available for pre-order, it will not start shipping until later this month.

Technology analyst Carolina Milanesi saw the tame launch not as a reflection of weak customer enthusiasm for the watch, but rather the tech giant's careful management of expectations. Customers trying on Apple's debut wearable and first brand-new product since the iPad needed time and individual attention -- not a mob scene.

"The watch is so much more personal because it's on you," she said. "It's more than just about the technology -- it's how you use it."

The Apple Watch went up for pre-order at 12:01 a.m. Friday morning, and customers across the U.S. and in eight other countries could reserve 15-minute appointments to try the timepiece on for size at an Apple Store. The gadget will start shipping April 24, though many consumers won't see them until long after that, because of a backlog of orders.

In addition to allowing for more one-on-one attention, the subdued environment also suits the customer Apple appears to be trying to court, said Bob O'Donnell of TECHnalysis Research. The Apple Watch starts at $349 but fetches up to $17,000 for solid gold models. Customers who shell out that much for luxury wares are unaccustomed to hysterics as they shop, he noted.

Gabe Davis, of San Jose, tries on an Apple Watch at the Apple Store in the Oakridge mall in San Jose on April 10, 2015. (LiPo Ching/Bay Area News Group)

"Cartier doesn't have people waiting in line," he said.

By taking orders online-only at first, Apple will be better able to gauge demand for the watch, O'Donnell said. Coming in two sizes and three collections with an array of bands, the Apple Watch allows for an unusual degree of customization for an Apple product.

To get some hands-on time with the new sales approach, a reporter for this newspaper logged on just past midnight to make an appointment. And good thing; all the time slots for Watch demos were full at all but three stores in the Bay Area by 11 Friday morning.

But the stores had nothing of the frenzy typically associated with new product launches. At the reporter's 10:15 a.m. appointment, the store was relatively uncrowded. Although the reporter was running late, he was helped within minutes of his arrival.

Those weren't the only unusual things about the Watch shopping experience. Thanks to his appointment, the reporter got a one-on-one session with an Apple salesperson who allowed him to try on multiple watches.

Over about 15 minutes, the reporter was able to try on both the stainless steel and aluminum versions of the Watch, the two different sizes of the device and multiple bands. The salesperson showed the reporter how to change out bands and even how to remove links from one of the bands.

The individual attention was similar to what a consumer might expect to find in a jewelry store, and unlike anything this reporter had experienced at an Apple Store.

The hand-holding didn't end there. After trying on the watches, the reporter was passed on to another Apple salesperson who showed him how to place a Watch order through Apple's website and then escorted him to an area where Apple had working models of the Watch. The salesperson pointed out particular functions and answered questions.

The experience wasn't perfect. For example, the representatives gave conflicting answers about which bands were available for various versions of the Watch.

And it was quite strange to get such an in-depth demonstration of an Apple product and not be able to walk away with it in hand.

But that did not deter at least one shopper. After her demo experience, San Jose resident Marcella Ruiz said she plans to buy Apple Watches for her three oldest sons -- and one for herself. She settled on a stainless steel gadget in the mid-tier "watch" collection with a sport band.

"I thought I knew what I wanted, but now I know exactly what I want," she said.

Contact Julia Love at 408-920-5536. Follow him at http://ift.tt/1qlfSY1