Apple has announced new ways for customers to buy its products online and in-person as the tech giant prepares for the first flagship iPhone launch of the Covid-19 pandemic.
The new iPhone 12, iPhone 12 Pro and iPad Air are due to go on sale tomorrow (Friday 23 October).
In preparation, Apple has announced a new feature for its retail stores called Shopping Sessions, where customers can book a one-on-one slot with an Apple Store employee to help select the new product they want.
The same advice is also being made available online, with customers able to chat with specialists before deciding on a purchase.
For online purchases, contactless delivery is available for all products, Apple said, including the new iPhone and iPad.
The company will also run two Apple Express pick-up sites in the UK, at its White City and Stratford Apple stores in London, where customers will be able to collect online orders and buy popular accessories.
The technology giant said the vast majority of its stores around the world are open and operating in ways to protect the health and wellbeing of visitors and employees.
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Apple stores have already implemented health and safety measures such as limiting store capacity to help maintain social distancing and contactless temperature checks.
Deirdre O’Brien, Apple’s senior vice president of retail and people, said: “There’s never been a better time to get a new iPhone, and there’s never been a better destination than Apple Retail.
“We’re offering new ways for our customers to get to know all of our products before they buy, so they can be sure to get the product that’s right for them.
“Whether our customers choose to connect with us in person, by phone, or online, our entire retail team is ready to deliver the world-class personalised service they’ve come to expect from Apple.”
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When asked about the retail sector’s response to the pandemic and its recovery, Ms O’Brien said improving the customer online experience had been vital to Apple’s response, and would be to other businesses going forward.
“It is hard to predict the future, of course, but the one thing that I will share from our experience is that the pandemic has really accelerated, I think, the shift for customers to move online and it is so important to us that we have our customers feeling the same Apple experience whether they’re in person, face-to-face with a Specialist in our store or a Genius in our store, or they’re interacting with us online,” she said.
Tim Cook during the Apple Event for the unveiling of the iPhone 12 Pro (Apple/PA)
“I believe that we are going to come out of this much stronger than we went into it.
“I think everyone has had to be really nimble – you have to be very creative – and the retailers that are going to be successful in their stores while we’re operating in the pandemic are the ones that are going to be able to create a great environment in their stores, so customers feel good when they’re there.
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“We were very focused on making sure that our stores were in a great position to be a healthy environment and so work really hard to have our mask protocols in place, our health screenings, temperature checks, social distancing, we’ve just been very focused on making sure that our stores feel very welcoming still, even though we’re in a new normal right now.
“I think that’s key to any retailer right now, to operate in this environment, your stores need to feel really welcoming and safe for customers and your team members.
Two further versions of the iPhone 12 – the 12 mini and the 12 Pro Max – are due to be released in November.
Source: Press Association
