“Apple retail chief Angela Ahrendts has issued an internal memo to retail employees that encourages store staff to direct customers to the Apple Online Store to purchase the Apple Watch and new MacBook,” Joe Rossignol reports for MacRumors.

Get in line online

The days of waiting in line and crossing fingers for a product are over for our customers. 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. — Angela Ahrendts, Apple Inc. Senior Vice President, Retail and Online Stores

Read more in the full article here.

MacDailyNews Take: Finally.

Chalk up another great thing* ruined by greedy profiteers**. It was fun while it lasted, but it hasn’t been as much fun for awhile now.

Here’s Apple’s problem in a nutshell: Loyal Apple customers at their local Apple Store had a BAD experience, were certainly NOT DELIGHTED, and left their local Apple Retail Store feeling DISHEARTENED and DISAPPOINTED. This cannot be good for Apple… something needs to be done. — Lucas Tamborelli, MacDailyNews, September 20, 2014

*Apple Retail Store queues full of true Apple fans.
**Black market scalpers’ pawns crowding out the real fans in Apple Retail Store queues.