The iPhone 8 and 8 Plus are now on sale, with the traditional Apple Store queues once again the big story of the day – but not for the usual reason.
It was the lack of crowds rather than the weight of them that got people talking on Friday morning, with several theories quickly floating as to why this might be.
Handful of die hard fans queuing outside Apple’s Regent Street Store, waiting for the #iPhone8 pic.twitter.com/ilADnrtZsH
— Martyn Landi (@MartynLandi) September 22, 2017
Apple has said that because pre-orders on the new phones, as well as the Apple Watch Series 3 and Apple TV 4K, have been available since September 15 many chose to have their phones delivered.
The doors open on Regent Street and the first customers head in #iPhone8 pic.twitter.com/xq7sntGBsv
— Martyn Landi (@MartynLandi) September 22, 2017
Also, many customers like to arrange a pick-up time in store that suits their daily routine, the tech giant said.
Both are valid points, and the likelihood is once the sales figures are announced they’ll reveal solid performance for the 8 and 8 Plus.
But a shadow hangs over the two devices that many consumers appear to have their eye on – the iPhone X.
The new ultra premium phone was announced alongside the 8 to mark the 10th anniversary of the iPhone coming into being. It has the first ever edge-to-edge screen on an iPhone, as well as facial recognition technology and an enhanced camera.
It’s the heavyweight of iPhone devices, but it’s not launching until November. And with a price tag starting at £999, it’s hardly surprising that more than a few smartphone users have decided to hold off upgrading and save up until then.
The story appeared to be similar around the world, with reports of shorter queues in Australia and parts of Asia. Though some stores in the US appeared to show healthier lines.
Waiting in line at the @Apple store on Lincoln Road in South Beach for the #iPhone8 debut. pic.twitter.com/AkXdzz1egG
— Jock Fistick (@SFBJPix) September 22, 2017
But questions have been raised nonetheless about what the queues or lack of them mean for Apple.
The sometimes “Marmite” nature of the company means opinions tend to be at the extremes – an over-the-top obsession with queues which are far from a scientific barometer, or proof that the tech giant is losing its touch with consumers.
Big test for #Apple: Will the many significant #iPhone 8 improvements drive normal 1st weekend sales or will people wait for iPhone X?
— Ian Fogg (@ianfogg42) September 22, 2017
This is the extent of the line up for the new iPhone in Brisbane. Just a dozen deep. Clearly not as much excitement as in previous years. pic.twitter.com/iJGg6S3k3Z
— S Marshall-McCormack (@ShannonMM9) September 21, 2017
Ordered the iPhone 8 plus and it’s coming in three days and I’m so excited
— L (@leahyikim) September 22, 2017
This is what happens with a fractured and oversaturated premium lineup. Everyone forgets about the 8 and waits for the X. Or none at all. https://t.co/CfjntoKPwY
— Dead Words (@DeadWords44) September 22, 2017
The truth is probably closer to the former. The 8 is only a slight improvement on last year’s iPhone 7 and as a result many 7, 6s and 6 users have probably decided to stay put for now rather than make the jump – especially with iPhone X on the horizon.
That’s the device that is likely to appeal to the die-hard upgraders and the aforementioned users of iPhone generations 6 and 7 because of the new features and substantial power and processing upgrade it offers.
So don’t pass judgment on Apple just yet. There’s still another iPhone to come this year.