On Friday, the release of Apple’s iPhone X has seen long queues return to Apple Stores as the new smartphone seemed to reverse a trend of more reduced launches during the past years.
Thousands appeared to get in line in cities around the world for the said iPhone, which has caused excitement among fans of Apple for being a significant design departure from its predecessors.
New iPhone launches once reliably drew in long queues of overnight campers and early risers. However, the trend had tailed off in the past years as excitement over Apple’s new smartphones seemed to decline. However, the iPhone X, which features a new design with an edge-to-edge screen and facial recognition technology, has apparently bucked the trend.
Labelled as the “future of the smartphone” by Tim Cook, the chief executive of Apple, the iPhone X is the first mass-market smartphone to break the £1,000 barrier, with its most-expensive model having a price tag of 1,149. Yet the price has apparently failed to dampen demand among early adopters.
When online pre-orders opened last week, the iPhone sold out in minutes, and stocks were limited for Friday’s release, causing hundreds to line up outside the flagship Regent Street London store of Apple overnight.
The first in line was a guy named Marco Pierre White Jr, a reality television star and son of a celebrity chef, who purchased two models and paid in cash. The chief design officer of Apple, Sir Jonathan Ive, attended the Regent Street store for the launch.
Scenes in London seemed to be repeated elsewhere around the world, even though protests against Apple Inc were held in some locations.
On Friday, the shares of Apple grew in response to better-than-expected financial results that were released on Thursday night. The company predict strong sales for the Christmas quarter, the first to feature sales of the iPhone X, and showed that supply constraints would loosen in the coming weeks.
Shares grew 2.5pc to a record high, with the market value of the company closing in on $900bn.