Apple iPhone 6 UK Launch Was 'PR Masterclass'
Updated: 9:59pm UK, Friday 19 September 2014
By Richard Suchet, Sky Reporter
I have an iPhone 5. The one without fingerprint recognition. I can't remember if that's the 5c or the 5s.
The camera has enough pixels but I couldn't possibly tell you how many. I don't know how much memory it has and my fingers are too fat to send coherent text messages.
It's white and, for a reason I just can't understand, it always wants to play 'Regulate' by Warren G when I turn it on its side.
My relationship with my mobile phone is akin to my relationship with the waste disposal unit built into my kitchen sink.
When it breaks, it's inconvenient and I get very angry - other than that my emotional attachment is nil.
And that's why I was so struck by the scenes outside the Apple store in London's Covent Garden this morning, where the iPhone 6 and iPhone 6 Plus went on sale at 8am.
I arrived at 7am to find over 1,000 people queuing round the famous piazza.
Sam Sheikh, 27, had been there since Saturday.
He said: "Last year I queued for a few days for the iPhone 5 and because of a stock shortage I was unable to get that phone.
"So I promised to myself that this year I will be the first person to get the new phone, no matter how many days it will take."
His friend, Jameel Hamed, 26, had been there for three days: "Just seeing the new iPhone in my hand will have made it worth waiting here for days," he said.
"I'm especially excited by the size of the screen. It's 5.5 [inches]. I was waiting for the big screen on iPhone. I'm especially excited for this. And the battery."
At 8am sharp, Apple staff gathered at the front door of the shop. As the doors opened, they cheered and clapped.
Then the big countdown. 10! 9! 8! 7! - the excitement and tension is carved into the faces of Sam and Jameel.
6! 5! 4!... the crowd join in and the countdown echoes through Covent Garden. Those within earshot know that the 9th and 10th instalments of a plastic handset are about to go on sale.
3! 2! 1!... Sam and Jameel are led into the shop... the staff are celebrating with disconcerting enthusiasm and camera flashes illuminate the grey morning.
This was a PR masterclass - a press pen, an army of security guards, fanfare.
Apple even brought in their own TV crew, who filmed the action with such vigour that for a moment I thought I'd been cast in the Bourne Ultimatum.
But for all the manufactured hype, there is something quite remarkable about the Apple brand.
How many other companies can claim to have such loyal and passionate customers?
The iPhone 6 Plus costs between £619 and £789 - hardly bargain basement prices - and yet, as Jameel left the store holding his new device aloft, he declared: "I feel on top of the world."
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