Love it or hate it, the launch day queue is a staple of new Apple product introductions - but these could become a thing of the past if a leaked memo is to be believed.
Since 2007, devoted fans have lined up outside shops, sometimes for days, in order to be the first to purchase the new iProduct.
It would appear that Apple is trying to put an end to the queues, as Business Insider reports that the firm's retail chief Angela Ahrendts has sent a memo to employees stating that "the days of waiting in line and crossing fingers for a product are over for our customers".
Ahrendts' memo reportedly adds: "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."
Apple's long launch event queues have always put the company in a difficult position. It reinforces their popularity and gains media coverage, but fans of the brand are often derided for being obsessive and the scenes chaotic.
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A revised system of launch can already be seen in the recent Apple Watch release, in which customers will only be able to order the device online.
Time-limited try-outs of the new wearable are available by appointment only from Friday (April 10).
