Mikey Campbell
The system is identical to the method employed when the iPhone 4S debuted in January and calls for would-be buyers to reservations on Apple's online store from 9 a.m. to 12 p.m. for an assigned next-day in-store pickup time.
Apple advertised the pre-order requirements in a press release on July 10, though it is unclear how many consumers got the message. As the The Wall Street Journal notes, some potential customers are already confused while others may not even be aware of the new approach. For example, when a popular account on China's Sina Weibo microblogging service sent out a message reminding followers of the pre-order process, another user replied, "pre-order means what? Every machine has to be ordered ahead of time?"
The Cupertino tech giant previously ran into trouble with the launch of the iPhone 4 and 4S as excited buyers crowded Apple Stores awaiting the release of the hotly-anticipated handsets. Earlier in January, the launch of Apple's newest smartphone was halted prematurely after an unruly crowd prompted a temporary stoppage of sales. Demand for the previous generation iPad 2 and white iPhone 4 was also high, and caused a scuffle outside one Beijing Apple store that resulted in a broken glass door.
Crowd outside Sanlitun Apple Store in Beijing following iPhone 4S sales stoppage in January.
While the ordering process may cut down on foot traffic it remains to be seen whether the tactic will effectively sidestep China's thriving grey market. In 2010 scalpers took advantage of a limited iPhone 4 supply by selling large numbers of just-purchased iPhones for higher-than-retail prices directly outside of Apple Stores.
Apple's newest-generation iPad with Retina display proved to be a hot-seller when the device launched in March, ringing up over 3 million sales in three days of availability.
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Wesley Hilliard
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Andrew Orr
Amber Neely
William Gallagher
12 Comments
This just means the scalpers will be the first to do all the reservations methink.
I've been to China a few times (Hong Kong, Shanghai, Beijing and Nanjing), and a couple of relevant characteristics that really stood out for me were:
first it's intensely crowded in these cities, especially in commercial/retail districts, and...
second, when you go to a shop or stall that's selling something, there's never any sense of "first in line", everyone just piles on, pushes and bustles and fights to be first.
It's telling that outside the Apple store in the photo here, there no sign at all of traffic control devices. You know, the kind typically used to form lines and guide people away from becoming a massed mob at the entrance? Of all places that needs it most, it's here.
They do this is many other places, and it also enables the Apple Store staff to go out in advance and take "pre-orders" from people in line, so that when they go inside, it's really just to pay and pickup what they came for...
This works there too, by the way. Starbucks has divided "traffic lanes" on approach to the registers, and it works. Apple needs to do more to avoid the crazy mob riots that could easily lead to smashed glass and looting.
Yeah lining up and taking pre orderes by staff to help the lines go through faster is nothing new especially in hong kong. They do this even in McDonald's during lunch and dinner rush hours. Problem in China there is not much education to line up and be civilized. Even if you have queues people will do anything to jump the queue. I seem to see that happen on a regular basis.
I'm glad they are doing something about it as I think it's their responsibility* to do their best to ensure people can buy their products safely and fairly but I agree that it doesn't look very promising. * [SIZE=2]Note: there responsibility does not imply it's their fault when some asshats start a riot.[/SIZE]
[quote name="sflocal" url="/t/151377/apple-adopts-anti-scalping-measures-ahead-of-chinese-ipad-launch#post_2149892"]This just means the scalpers will be the first to do all the reservations methink. [/quote] Not if they are doing it the same way as the phone. That process You sign up for which one you want to get. Each night the allotted number of units are randomly picked from the interested folks and they are sent a notice to confirm their purchase (and I believe pay for it). If they don't confirm or want to change even just the color they have to cancel and start again. So even if the greys pre-order on day one they might not be able to get it for days. Meanwhile potential customers are buying them direct from Apple cause the greys haven't bought everything