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“And you can preorder it… today!”

With both the Apple Watch Series 5 and the AirPods Pro, Apple offered preorders on the very same day they introduced the product.

With a turnaround that short, customers face a dilemma. You can preorder the device, but you have no guarantee that the bauble will live up to Apple’s hype. There are no third-party reviews to guide your decision. Questions about the device’s capabilities inevitably linger. You’re literally buying sight unseen.

On the other hand, if you wait to order, there’s a decent chance the product will sell out and that you won’t get it on Day 1. Case in point: the AirPods Pro currently have a two-to-three week back order.

I wonder: how did Apple decide that these devices would be available for preorder immediately? Why not a few days later, as with the new iPhones? Here’s a cynical theory: maybe less expensive items (like the AirPods or the Watch) are more likely to be impulse buys. The customer doesn’t get a chance to weigh her purchase carefully. Instead, she acquiesces to the lizard-brain desire that Apple’s marketing engenders.

If that was Apple’s strategy, it worked—at least on me. ■