Apple is now telling employees to encourages customers to purchase the Apple Watch and MacBook online rather than waiting outside an Apple Store on launch day.

From Angela Ahrendts’ memo to retail employees obtained by Business Insider:

The days of waiting in line and crossing fingers for a product are over for our customers. The Apple Store app and our online store make it much easier to purchase Apple Watch and the new MacBook.

It makes sense for Apple to discourage customers from waiting in line overnight as its a pretty bad experience overall. Ordering online is faster, easier, and gives customers the opportunity to spend their time more productively. And, it’s not like Apple needs the press generated by huge lines anymore.