The Apple Watch launches in the UK in just a few short weeks' time but it'll be missing from one of the leading UK high-street retailers at launch. Despite selling the entire iPhone range - its parent company Dixons Carphone also sells iPads and Macbooks - Carphone Warehouse has been shunned by Apple when it comes to its new wearable.
Carphone Warehouse CEO Graham Stapleton expressed his disappoint by saying that whilst he wanted to stock Apple's eagerly-awaited wearable, the company has "not been given the opportunity":
“We would love to be able to stock the Apple Watch. I’ve got to be careful what I say but I think they are just going another way with it. We have not been given the opportunity.”
With prices ranging from $349 for the entry-level to $13,500 for the luxury version, Apple's usual marketing strategy clearly won't cut it. Instead of using existing retail partners, the Cupertino-based company will take the Apple Watch to high-end fashion outlets to target a different type of customer. Alongside selling the Watch directly through its own stores, Apple will introduce new pop-up shops, such as one in Oxford Street Selfridges.
Despite lagging when it comes to specs and rumors of sub-standard battery life, the Apple Watch is still eagerly-awaited ahead of its launch on April 22. Whether it's the prominent, traditional crown, the unique interface or the luxurious rose-gold Apple Watch edition, the Apple Watch could take yet the market by storm.