I'm Lance Somoza, a professional IT Consultant with over 15 years of industry experience and an obsession for technology. This is my tech soapbox.

How Apple Prepares for iPhone Day

Nicole Nguyen from Buzzfeed went behind the scenes with Apple’s SVP of Retail Angela Ahrendts to get a glimpse of how Apple handles pre-orders and launch day for iPhone.

This is pretty cool, and it’s great to see Angela have a more public presence. You can tell she is really engrossed in Apple’s vision by the way she talks. I got some strong ‘Tim Cook’ vibes from her.

The video shows Apple’s War Room, used to coordinate pre-order go lives. I have often wondered what this situation looked like — as it turns out, sort of like a small-scale NASA mission control.

Despite Apple’s big hype push today, many Apple Stores are seeing less and less people in line for iPhone 8 this morning. I can confirm this, as I picked up my Apple Watch Series 3 at my local Apple Store today. Last year when I picked up the iPhone 7, there were easily over 100 people in line at 8am. This year, there were only about 20 waiting for iPhone 8 (even less when I left around 8:30). As I saw this, I thought to myself, “Wait … this can’t be right. You mean to tell me there are loads of people that do want the $1,000+ iPhone X? Honestly, who could have seen that coming?” It’s a mystery.

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