“We all love those blockbuster Apple product launch days and there will be many more to come.”
So wrote Apple retail chief (and former Burberry CEO) Angela Ahrendts in a staff memo Thursday, contradicting reports last week that she had declared a permanent moratorium on Apple Store lines. See Long live the Apple line.
Until June, the Apple Watch can only be ordered online and delivered at home or at work. No walk-in purchases, no in-store pickup, no lines.
After June, the new memo makes clear, all bets are off.
The memo in full (via 9to5Mac):
Team,
On behalf of Tim and the rest of the executive team, I want to thank you very much for making last Friday’s debut of Apple Watch unforgettable. The Previews going on in our stores and support from our Contact Centers are unlike anything we have done before.
The feedback from customers is overwhelmingly positive. They are excited about Apple Watch, and your teams are creating fantastic experiences for them. Customers who pre-ordered will start receiving deliveries next Friday as planned, and I know you will do a great job helping them get set up.
Many of you have been getting questions asking if we will have the watch available in stores on April 24 for walk-in purchases. As we announced last week, due to high global interest combined with our initial supply, we are only taking orders online right now. I’ll have more updates as we get closer to in-store availability, but we expect this to continue through the month of May. It has not been an easy decision, and I want to share with you the thinking behind it.
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.
Apple Watch is also our most personal product yet, with multiple case and band options because it’s an object of self-expression. Given the high interest and initial supply at launch, we will be able to get customers the model they want earlier and faster by taking orders online.
I know this is a different experience for our customers, and a change for you as well. 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. They’re the moments where you, our teams, shine. And our customers love them as well!
Apple Watch is an exciting new product and we are at the start of a very exciting time at Apple. You’re the best team on earth and you are doing an amazing job.
For customers who want to buy a watch, please continue to help them place their order online. Also make sure they know that, wherever they buy, Apple will provide them with a great Personal Setup experience — either online or in our stores. This includes syncing their Apple Watch with their iPhone and teaching them about all the incredible features of their new Apple Watch.
Thank you very much again, and I look forward to seeing you soon.
Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple (AAPL) coverage at fortune.com/ped or subscribe via his RSS feed.
