Earlier quoted context omitted.
This was exactly my experience trying to buy an Apple Watch from the Apple Store just before the pandemic. I had done all the research ahead of time and knew exactly what I needed. “Do you have an appointment?” No. “Oh, it’ll be about 45 minutes before someone can help you.” But I know what I want and just need you to ring me up. “I’m sorry, 45 minutes.” Hands down the strangest retail interaction I’ve ever had. Frus…
> “Do you have an appointment?” No. “Oh, it’ll be about 45 minutes before someone can help you.” Ah, yes, the Ferrari customer experience. You need to be selected by the manufacturer to be allowed to buy their product. It makes the product feel rare and exclusive, and the customer feel "special", when it's a consumer product made by the same Chinese sweatshop workers that make your other e-waste. Obligatory Futurama…
The difference here is that you can only get a Ferrari from a dealer. Apple products aren't exclusive to Apple stores, so driving away customers eager to shell out money doesn't seem optimal.