There was excitement, chaos and hysteria across the world today as Apple fans finally got their hands on the iPhone 7, in what has been the biggest launch of the phone to date.
As the hotly-anticipated model went on sale in some 28 countries across the globe, eager consumers queued for hours to get their hands on 2016’s most exciting new gadget.
Some customers had camped outside Apple stores for days in Sydney, Hong Kong and Tokyo, stationing themselves at shop entrances in a bid to be first through the doors.
Amid the fanfare, however, many of the crowds were smaller than in previous years – after Apple revealed it had sold out of initial supplies of all iPhone 7 Plus devices and the new jet black model of the smaller iPhone 7, due to customer pre-orders.
Customers camped outside Apple Stores for up to two days before doors opened on Friday morning, with many braving torrential rain to rush through the door to get their hands on the new iPhone 7 and 7 Plus.
The new iPhones are due go on sale in 28 countries, but supplies of the devices for those hoping to walk in and pick up a device are in short supply.
Apple revealed yesterday that it had sold out of initial supplies of all iPhone 7 Plus devices due to customer pre-orders while it also sold out of the new jet black model of the smaller iPhone 7.
Hundreds of technology fans in Sydney crowded through the doors of the flagship Apple Store when it opened at 8am local time in the city to be first to get their hands on the new devices.
In London, people had travelled from as far as India, Nepal and Holland to get to the Covent Garden store.
Crowds were also seen in Tokyo, Hong Kong, Beijing and Shanghai in China as fans rushed to get the new Apple devices as early as possible.
But there were noticeably fewer people queuing for the models than in previous years – with some suggesting this may be due to controversy over the loss of the headphone jack.
To the cheers of staff and fanboys alike, five students from south Sydney were first through the doors.
But they were left disappointed after having to settle for models of the phone they had not initially wanted.
Bishoy Behman, 17, Marcus Barsoum, 16 were the first in line of the 200-strong queue and had initially hoped to purchase an iPhone 7 Plus in jet black.
Mr Barsoum said he had to settle for a matte black iPhone 7.
Despite this, he said: ‘It feels great to be the first in the world to have the iPhone 7. It was 100 percent worth it.’
By comparison, Dale Adams, who works at J.P. Morgan in Sydney, arrived only 15 minutes before the store opened and was able to buy a 7 Plus, having ordered it online more than a week ago.
‘I’m certainly not one of the hardcore Apple fans but I think the bigger capacity, better battery, better camera, that’s enough to make the jump,’ he said.
Online pre-orders have made queuing up outside stores largely unnecessary but it has left some worried that Apple may have lost its shine despite releasing a new glossy iPhone colour.
Apple admitted on Thursday that its initial supply of the iPhone 7 Plus had been completely sold out in the days leading up to the release date.
It also said it only had ‘limited’ supplies of the smaller iPhone 7 and the jet black devices in this size also sold out.
In some countries, such as the UK, all models and capacities of the new iPhones had sold out.
This was perhaps reflected by the somewhat smaller queues seen outside Apple stores in the UK.
Analysts were divided over the cause of the shortages, with some saying the handset was more popular than expected, while others suggested the tech titan may be deliberately limiting supply or could be experiencing supply-side problems.
‘The fact that all iPhone 7 Plus models are constrained is a sign of the supply chain,’ Ben Bajarin, an analyst at Creative Strategies, told Bloomberg News.
‘Apple clearly controls supply tightly,’ added Matthew Kanterman, an analyst at Bloomberg Intelligence.
‘They’re possibly keeping supply artificially low, or at least lower than demand, so as to avoid having the oversupply of previous years.’
In Tokyo, student Rei Yokoyama, who queued in front of a store since 4 am, was unable to get an iPhone 7 Plus.
‘I’d like to try the dual camera on the iPhone 7 Plus, though today it was sold out so I got the iPhone 7,’
Wu Ting, a 28-year-old from Nanjing, said she was surprised to find herself first in line at an Apple Store in Shanghai on Friday – a public holiday in China.
‘I found last year that there were crowds of people, but this year almost no-one. I came an hour early thinking I’d have to wait a long time before getting seen,’ she said.
Sales in China will be the acid test for Apple’s year ahead: the success of the iPhone 6 in China drove sales last year, while the slower-burn 6S contributed to Apple’s first global revenue drop in over a decade earlier this year.
In Beijing’s fashionable Sanlitun shopping district, several people who had already grabbed new iPhone 7s were hawking them for a markup just outside a flagship store.
Similar scenes were seen in Hong Kong where those who were first to get one of the new iPhones sold them to dealers across the street.
Outside the Apple Store in London’s Covent Garden, the queue was almost non-existent – a stark contrast compared to previous years.
Torrential rain overnight may have driven many customers away and by around 7.30am there were just 40 people outside the store.
By the time doors opened at 8am there were more Apple staff inside the shop than there were customers outside.
In Sydney, Australia, Apple fans lining up in the rain for days were heartbroken to find the most popular models are already sold out, just as doors finally open on Friday morning.
Hundreds of fans camped out with deck chairs and even tents were on Thursday night told there were no iPhone 7 Plus or jet black iPhone 7 units left for walk-in customers.
They would have to be content with standard-sized handsets in non-black colours, with these models expected to last the rest of Friday.
Only those who managed to get their pre-orders, which began September 9 in Australia, in will receive the coveted premium models sometime this month.
In Sydney Bishoy Behman said he was even offered $2,500 to give up their spot but told News Corp there was no way they would sell.
‘We arrived here at 10am Wednesday and have been here ever since, with each of us taking turns to leave,’ Mr Barsoum said
‘I have already left twice to do an exam at school, but then quickly made my way back here.’
Mr Barsoum is an opening-day veteran, being among the first 10 people to score the iPhone 6S last year and 13th for the iPhone 6 the year before.
The group brought a tent, but overnight construction noise and pranks from other fans and passers-by has made getting any shuteye almost impossible.
‘Sleep is a luxury we don’t have,’ he said.
The teenager was photographed on Wednesday with his Apple watch and laptop as he passed the time until he could be the first Sydneysider to purchase the phone.
Others pitched tents and rolled out sleeping bags for an uncomfortable night’s sleep.
Apple has been trying to keep the crowds happy by charging mobile phones and providing 24-hour free wi-fi.
Once in store after the doors open on Friday, Mr Barsoum will be able to purchase the iPhone 7 for $1079 or the iPhone 7 plus for $1279.
Prices will increase in line with the new models of 32GB, 128GB and 256GB storage.
The new iPhone 7 has controversially dumped the headphone socket in favour of the lightning port and wireless headphones.
Other new features include a dual lens camera system, water and dust resistance and the inclusion of a ‘jet black’ colour along with the usual options.
Apple also unveiled new $229 Airpod wireless headphones – which won’t launch until late October – although said it will ship an adapter for older headphones along with the new lightning headphones in every box.
Daily Mail
