The iPhones 7 and 7 Plus were presented the day before yesterday, on Wednesday (7/9). Today, Friday (9/9), the pre-sale of the devices has already started.
Unlike the past years, when only 5 or 6 countries were part of the first wave of the launch, in 2016 they were much, much more. We are talking about 30 countries that are part of the pre-sale and that will receive the new iPhones next week, on 9/16: Germany, Australia, Austria, Belgium, Canada, China, Denmark, United Arab Emirates, Spain, United States United, Finland, France, Holland, Hong Kong, US Virgin Islands, Ireland, Italy, Japan, Luxembourg, Mexico, New Zealand, Norway, Portugal, Puerto Rico, Singapore, Sweden, Switzerland, Taiwan and the United Kingdom. Not to mention, that on the following Friday (23/9), the new smartphones will be available in over 30 locations!
In 2015, Apple preferred to distance the distance between the pre-sale and the arrival of iPhones to the stores themselves (two weeks). Now, with the iPhones 7 and 7 Plus, she decided to go back to using the usual strategy, bringing the launch of the devices back to the presentation date (one week of space). This, of course, directly interferes with the production time of the iPhones themselves, which consequently influences the available stock.
Well, the formula more countries and less production time proved to be complicated in this pre-sale. Apple's online stores went down about 6 hours before the start of sales (midnight in Cupertino; 4 am in the morning by Braslia's schedule). The pre-order was available through both the website and the Apple Store app and started with a little delay. So, nothing much.
The problem itself was that in just a few minutes, even! practically all iPhones (regardless of size, color and capacity) were already due for delivery after September 16. The new glossy black color (jet black), then, we don't even talk! I venture to say that the initial delivery time for these iPhones was never 16/9, but between 1-2 weeks.
At least in the USA, after about 20-30 minutes of pre-sale the scenario looked like this:
- Glossy black iPhone 7: 3 to 4 weeks;
- black iPhone 7: 2 to 3 weeks;
- silver iPhone 7: 2 to 3 weeks;
- golden iPhone 7: 2 to 3 weeks;
- iPhone 7 rose gold: 2 to 3 weeks;
- Glossy black iPhone 7 Plus: November;
- iPhone 7 Plus black: 2 to 3 weeks;
- Silver iPhone 7 Plus: 2 to 3 weeks;
- Golden iPhone 7 Plus: 2 to 3 weeks;
- iPhone 7 Plus rose gold: 2 to 3 weeks.
In Portugal and in some other European countries, for example, the dates are the same for iPhones 7 Plus and slightly better for silver, gold and rose gold iPhones 7.
Typically, these iPhones purchased online at the pre-sale leave the factory directly and are dispatched directly from China to the delivery location (facilitating company logistics). Even though we have more countries involved in the pre-sale and the distance between the pre-sale and the launch in stores is not very large, this evaporation of iPhones is strange considering the slight deceleration of the smartphone market.
Another difference between the sales model adopted in 2015 and 2016: Apple did not allow us to buy an iPhone in pre-order and pick it up at a company physical store (what she calls “Reserve and Pick Up”). As reported by the MacRumors, this option will become a reality from the 17th of September (one day after the beginning of sales in stores) in the USA and the United Kingdom.
Putting it all together, the only conclusion I can reach is that the company wants to generate a lot of buzz with this launch, prioritizing the stocks of iPhones in stores and making the traditional queues return to play an important role in the vision of success of the device. We'll know on Friday of next week, when we'll try to get our hands on iPhones 7/7 Plus.