Apple's retail chief Angela Ahrendts has written a memo to her staff stating that the Apple Watch will not be available to buy in-store throughout the month of May starting next Friday.
Spotted by The Telegraph, Ms Ahrendts wrote that the decision has 'not been easy' and that customers will be encouraged to order the Watch online instead.
"Are we going to launch every product this way from now on? No. We all love those blockbuster Apple product launch days - and there will be many more to come. It's important to remember that Apple Watch is not just a new product but an entirely new category for us. There's never been anything quite like it. To deliver the kind of service our customers have come to expect - and that we expect from ourselves - we designed a completely new approach. That's why, for the first time, we are previewing a new product in our stores before it has started shipping," she added.
While pre-ordered Watches will be delivered from the 24th onwards, customers will be able to continue previewing the Watch at Apple's retail stores and several other premium retail chains like Selfridges and Dover Street Market through reservations.
There have been no changes in the meantime on how customers can view, compare and purchase the Apple Watch through the Apple Store and the company's website. As per Ms Ahrendts, the only reason customers are able to try out the Watch in retail stores is because of the novelty and uniqueness of the product.
While getting to examine the Watch before making a purchase has been afforded to customers, visiting a physical store and then pre-ordering online could turn out to be quite a hassle for most customers.
Apple will share further details about in-store availability of the Watch anytime in the near future, the memo said.