Listen. It's Apple....and it's located in a busy shopping Mall of South Park....it's going to be nuts....period. That said:
They still do a really good job at getting you in an out as quickly and efficiently as possible. The Key? Know before you go. Know what you want, how much, and somewhat of how the device works.
I walked in the week after Christmas knowing which Apple Watch I wanted. I even switched my AT&T plan BEFORE (like a full day before) even buying the Apple Watch because I knew I had to have a compatible plan for the Watch. It's like walking into a car dealership with the check for a specific car in hand so you avoid waits and hassle...
Anyway, I walked in, walked through the ZOO of people, and bee lined it for the Watch table. Found a friendly face and told him what I was there for. He put my name on a list, told me ETA 10 minutes and said to stand near the Watch table. Did just that and within 5 minutes I was being helped. The whole purchase took literally 3 minutes. They then proceeded to show me where to go to have the watch set up with my iPhone. I waited 20 minutes for someone to help me but I thought "how hard could it be?" Pulled my phone out, unwrapped the Watch, paired the two in less than 5 minutes. The guy doing the set up table came over and apologized for the wait and I had told him no worries ...I did it myself ..."can I go now?" He fist bumped me and said a big Thank You. (He was dealing with a lot of less tech savvy people and it was him against all of them...)
So I give them huge kudos for keeping smiles on their face and for being helpful. I just wish the store was in a stand alone building so you're not fighting the mall crowds!!