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8am butterflies

Rarely am I nervous at 08:00am on a Saturday morning. In fact, if I cast my mind back, I don’t think I’ve ever felt the fluttering of butterflies in my stomach at that particular juncture of the week. I’m normally still in bed or wearily making a cup of coffee, allowing the strains from the past few days to slowly drift away.

Thank you, iPhone 6s. Thank you for tempting me to get out of bed, sit in front of a computer and nervously bash the refresh button whilst continually opening and closing the Apple Store app on my soon to be recycled 6 Plus. What on earth has my life become?

I’ve only ever pre-ordered one Apple device in the past, which was the Apple Watch. That went by relatively smoothly, and I even managed to get one on launch day. But never before have I decided to stand at the front of the digital line to purchase the Cupertino giant’s latest smartphone.

As it turns out, I needn’t have worried. Or bothered, really. As I write, nearly every iteration is still available for delivery on 25th September. The most popular, clearly, was the new Rose Gold variant, which relatively quickly slipped to 2-3 weeks waiting time.

Silly me. Could have enjoyed that coffee.

Curious, though. Is this down to less demand? More orders from the factory on Apple’s behalf? An abundance of alternative purchasing locations (i.e. carriers), perhaps? Who knows. As always, we’ll never know and can only speculate. All I know is that I grabbed mine, and it’s on the way.

So, here’s a bit of advice for the next round of pre-ordering, if you fancy it. Firstly, use the Apple Store app on your iPhone – on the two occasions I’ve opened it during such high levels of activity, it has outperformed Apple’s website in every single aspect. Secondly, don’t get quite so worked up about the ‘event’ in which you’re about to participate (for pre-ordering an expensive toy is now an ‘event’, honestly). Apple are clearly learning from past mistakes of failing to meet demand (I simply don’t believe this is a marketing tactic in order to build yet more reverence and expectation around a product; they simply cannot produce the stuff quick enough). My guess is that demand for the iPhone was just as strong this time, but they were prepared.


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