It's Not Just China: No Lines For New iPhone 8 Virtually Anywhere

Earlier we showed that in a striking lack of enthusiasm for Apple's latest offering, the iPhone 8 which went on sale today, there were just two people in "line" in front of an Apple store in China: less than the security guards at the same location.

Unfortunately for Tim Cook, it appears that it was not just China as the entire world appears to have gotten collective cold feet when it comes to Apple's newest gizmo,  because while Apple Stores are usually faced with shockingly long lines on the morning of a new iPhone launch, that wasn't the case today. Anywhere.

As various reports have pointed out, some Apple Stores have very short lines out front for the iPhone 8, if they have anyone at all. According to Reuters, that there were fewer than 30 people at Apple’s Sydney store, which usually has hundreds out front. And it described a “less lively mood in Asia” than for previous launches.

In California, ABC7 reporter Chelsea Edwards posted a photo from outside of an Apple Store with no one in front of it.

Other photos showed short (or no) lines in Brisbane, London, Leicester, and Ottawa

According to CBS LA, the Pasadena store was also missing a line of eager fans.

Previous releases of the iPhone attracted hundreds of Apple fans waiting in the early morning hours at several stores across Southern California. The Apple Store has a ticketing system, but that never stopped eager iPhone fans from camping out overnight.


But on Friday morning, all was quiet on Colorado Boulevard, except for employees inside the store handing out tickets.

To be sure, some pockets of enthusiasm remained, such as at Apple’s location at the World Trade Center and on Fifth Avenue in New York which did have a line this morning, and there appeared to be a big turnout in Singapore.

As we commented earlier, and the Verge adds, there are reasons this launch might not be getting as much turnout. For one, this is the 10th generation of the iPhone, and hype has probably just died down. People are no longer lining up to buy their first or second smartphone, and this year’s model doesn’t have any revolutionary new features that people are willing to wait overnight for.

Furthermore, in November Apple is launching the next "revolutionary" iPhone — the iPhone X — not the iterative update that’s coming out today. It’s the same reason there wasn’t a rush for the iPhone SE, either.

More concerning is that there are signs that the iPhone X is cutting into iPhone 8 online orders, too. Speaking to BuzzFeed News, Angela Ahrendts, Apple’s retail leader, said “it’s kind of our fault” that lines are going away, because Apple gives customers a choice of where to buy their phone, online or in person. That’s been true for years, though. BuzzFeed also says it saw short lines in Toronto, London, and Los Angeles.

While it is too early to conclude if the sudden disappearance of customers is troubling for Apple's future says, it is hardly the reception Tim Cook - who carefully cultivates the image of pent up demand by parading the lines of people greeting its every product launch - wanted. Still, more important will be what happens outside Apple stores on November 3rd, when the iPhone X comes out, although with concerns mounting about the public's receptivity to the phone's face-scanning technology which has already received scathing criticism among even pro-Apple outlets, some investors are unwilling to wait: AAPL stock is down over 1% today and is about to have its worst week since April 2016.


Laowei Gweilo InjectTheVenom Sat, 09/23/2017 - 10:07 Permalink

doesn't help that in almost every country that isn't the US, Apple is gouging on currency exchange rates -- anywhere between 10 to 50% above the exchange rate. In Canada it's a full extra .07 cents below, basically making it $100 more expensive the the fx. cheaper to fill up a car with a tank of gas and drive to the us. AKA even ppl that are interested are probably OK to wait. and those are very few because the new iPhone is about as interesting as a random new Dell laptop 0983942

In reply to by InjectTheVenom

Chauncey Gardener Kobe Beef Fri, 09/22/2017 - 14:22 Permalink

You are SO spot on. If Steve Jobs were still alive and in charge he'd be screaming like Bill Gates used to do when he found something, anything that was lame. Apple has NO new ideas, and they are fucking things up beyond belief. I have a couple of personal beefs about my iPhone 6 plus: 1. who is the idiot who signed off on the placement of the volume controls which take an unintended photo burst when you hold the phone in landscape mode for a photo? And, 2. who thought it was a massively clever move to hide half the day of the calendar app unless you turn the phone from portrait mode to landscape? Arrogant nano-bean counters decide to remove the function keys on laptops to alienate serious users, and let's save a whopping 13 seconds of battery life on those laptops by cheaping out and doing away with the trademark backlit apple logo. Jony Ives needs a serious ass kicking. And, I usd to be the GM at a SF Bay Area Apple Dealer, so I know good and bad times in Apple product launch history. This is pathetic. Good luck keeping your customer base, and I haven't even started yet on how bastardized iTunes has become. 

In reply to by Kobe Beef

SDShack 38BWD22 Fri, 09/22/2017 - 13:32 Permalink

We've been in a depression since 2000, only papered over by bubbles that benefitted the upper classes. A generation of sheeple have been raised in a depression, and the new normal is starting to take hold for them that will impact everything going forward. Trickle Down Economics is being replaced by Trickle Up Poverty. 

In reply to by 38BWD22

No Time for Fishing ejmoosa Fri, 09/22/2017 - 12:50 Permalink

That's Apples problem here. The nut jobs that put on the big show and long lines for every new phone only want the greatest so they will wait for X. The typical iPhone customer who has been waiting for the 8 to upgrade their old phone ordered online or will soon when they get around to it. Once they see the lack of excitement and lines they will decide to wait a few weeks for the coming holiday slow iphone 8 sales discount. Apple blew it not having the X ready on the same day as the 8.

In reply to by ejmoosa

Justin Case XqWretch Fri, 09/22/2017 - 14:40 Permalink

Norway's giant pension fund is now worth over $1 trillion.Its largest holdings are in Apple. They just added moar. Socialist countries, all is great until you run out of other peoples money. errr wait a second, this is the people's money. How come this Government didn't steal it all to buy goodies from the MIC and increase Gov't pensions and salaries? They're no following the capitalist play book here. Regime change in order here, lotsa assets, including oil. mmm yummy.

In reply to by XqWretch

Snaffew Fri, 09/22/2017 - 12:46 Permalink

what?  nobody wants to line up for a phone that allows the government to know where you are evey second while also allowing them to see and hear your evey move?  Preposterous!  Soon, the US gov't will make an I-phone mandatory for all of its' civilians, possibly with an embedded chip in your body to hook up to wi-fi.!  Gotta love it!

Hubbs Fri, 09/22/2017 - 12:45 Permalink

The big question: Are people just getting tired of Apple's bullshit and refusing to buy these unnecessary exorbitantly priced phones, or,  for the first time do they suddenly realize that they need their money for food?

adr Fri, 09/22/2017 - 12:45 Permalink

The absolute insanity of AAPL nearly doubling over the past year needs to be corrected. Apple should be closer to $60 instead of $160.Apple's sales numbers are 100% fake, channel stuffed to the gills counted as sold product.The iPhoneX will need massive incentives to move with its $1000 price tag. I'm sure the Swiss National Bank and the Fed will be buying millions of the iPhone X to stay in shipping crates just to protect their investment.Apple has been over for a long time. The company peaked with the iPhone4. The phone has essentially looked and performed exactly the same since then.

Kidbuck Fri, 09/22/2017 - 12:46 Permalink

My iphone is 7 years old, works good as new, does anything I need to do. Plus I'm broke, what with 7 years of the fed fucking with the value of my money. Bet my profile resembles a lot of folks.

Dickweed Wang Fri, 09/22/2017 - 12:48 Permalink

Anyone that stands in line for hours to buy the newest Apple phone at hugely inflated prices is a complete moron.  Maybe all of a sudden those people have gotten smarter . . . poorer is more like it.  I would take Samsung phones over Apple products any day of the week.

effendi Dickweed Wang Fri, 09/22/2017 - 12:55 Permalink

Here in Sydney (Australia) it was mentioned on the radio that a guy waited in line for 2 WEEKS to get one first. Now that is moronic as that guy couldn't have worked for that period and depended on friends to provide him with food etc as he waited. Meanwhile I make do with a $39 phone and earnt (after tax) over 3 grand during that same 2 weeks.

In reply to by Dickweed Wang