We reported a couple of days ago that Apple was supposedly going to start allowing customers to collect online orders in store. And it seems that this is in fact now the case.

As CNET reports, the option to collect in-store is already live for some customers in the San Francisco area, and it’s thought the program will be rolled out across the Bay Area and then further afield in the US in the following weeks and months.

AppleStoreCnet 520x302 Apple is now letting some US customers collect online orders in store
According to the initial reports, Apple’s new collection program will see any item available on the online store made available for in-store pickup.

This new initiative certainly makes sense, as this will mean that retail stores will now also be able to accept returns of online orders, making it easier all round for customers. In-store pickups are growing in popularity, as we reported last month that Amazon was launching its own ‘Click and Collect’ service in the US, with customers able to collect their purchases from 7-Eleven stores, and in the UK where purchases could be collected from lockers in shopping centers.