Were you among the 10 million people who helped turn the iPhone 6 into Apple’s fastest-selling model to date this weekend?
We were not. Honestly, we just got our iPhone 5 a few months ago and we almost enjoy being so very far behind the rest of the world. Anyway, two organizations made the most of the Friday release: McDonald’s and whatever one would call the international syndicate responsible for selling said phones on the Chinese black market (at a 300-400 percent markup).
First, the wise people at McDonald’s decided to show up outside the 5th Avenue Apple store early Friday morning to pass out Apple pies to the “folks who had been waiting in line so long, they were sure glad to see us”. Get it? USA Today and Ronn Torossian of 5WPR certainly do.
McD’s was only the biggest brand looking to steal some of the excitement and mayhem. This clip, created by YouTuber Casey Neistat, is a must-watch if you haven’t seen it already:
Neistat apparently received some pushback over the video, so he explained himself a bit on its page:
“For this year’s iPhone 6 launch my intention was to cover that aspect of the story – sitters there for reasons other than their enthusiasm for the product.
I don’t think Apple, the community or any of the people in line for any reason were doing anything wrong. I attribute no fault for the bleak circumstances captured in this video. If there is an opportunity for easy gains by reselling the phones then by all means do it. I, also, cannot imagine Apple anticipated this or they would’ve better considered the roll out (they thought of everything else, including coffee for the people waiting outside).
There should be better consideration of how to prevent a system that benefits those willing to sleep on the streets, near garbage, tolerating verbal abuse.”
For any other company, this might be a serious reputation concern. For Apple, it’s simply a rough and slightly disturbing portrait of the market at work.