110 Takeaways from Apple’s Sellout iPhone X Pre-Order Day
Apple sold out of its initial supply of iPhone X smartphones in minutes after the pre-order period started at midnight Pacific Time Oct. 27. While Apple confirmed the fast sellout, it noted that some iPhone Xs would be available at retail stores when it officially starts shipping the phones Nov. 3. Sprint and AT&T reported having pre-order units available well into Friday morning. Later, the usual stories emerged about enterprising consumers offering their newly ordered units on eBay far above retail prices and one retailer putting a premium price on its stock of iPhone Xs. This slide show will discuss what happened on pre-order day and what it means for iPhone X shipments and demand going forward.
2Online Upgrade System Didn’t Work for Some Customers
When Apple’s iPhone X pre-orders kicked off at 12:01 a.m. PT Oct. 27, some customers were unable to order a handset, as the company’s online upgrade system wasn’t working. In a letter to customers, the company promised to “solve this issue,” didn’t say how it might make up for the glitch to customers.
3Available Pre-order Stock Sold Out Fast
4AT&T, Sprint Supplies Lasted Into the Morning
Some carriers still had some iPhone X units still available the morning of Oct. 27. AT&T and Sprint had pre-order iPhone X models with promises of getting units to customers as early as launch day. Best Buy had pre-order units available with a Nov. 10 shipment date, one week after the official launch.
5Early Demand Has Far-Outstripped Supply
Although Apple has not discussed iPhone X demand, market analysts said as many as 40 million people could pre-order the company’s handset. Others will get in line Nov. 3 to see if they can be among the lucky few who are early enough to get the smartphone from an Apple Store or a mobile carrier on launch day.
6What We’re Hearing About Supply
If the pre-order demand for iPhone X is shocking, consider that Apple is expected to have only 20 million to 25 million units available to customers through the end of the year. That means Apple barely will be able to meet about half the demand for iPhone Xs through the end of the year. People who were unable to pre-order an iPhone X Oct. 27 will have to wait well into 2018 to get one.
7Best Buy Offered Special iPhone X Pricing
Best Buy charged shoppers an additional $100 for both the $999 and $1,149 iPhone X versions. In a statement, Best Buy said it made the move after customers allegedly said they want “flexibility” to walk into its stores, choose a carrier, pick a consumer or business service plan and more. “And sometimes that has a cost,” the company said in a statement.
8Which Models Were Most Popular?
9Some Ship Dates Are Still Up in the Air
Apple confirmed it will release the iPhone X Nov. 3. Buyers who were lucky enough to enter their orders within five minutes after pre-orders started likely will get their iPhone on that date. Some carriers, such as AT&T, have set date ranges for phone shipments. Apple likely will need a few days to determine its supply and shipment plans. Then Apple and its distribution partners will adjust shipment schedules accordingly.
10iPhone 8 Trade-In Pricing Spiked
Ahead of the iPhone X’s pre-order date, iPhone 8 and iPhone 8 Plus trade-in pricing was surging, according to reports. Those who purchased the iPhone 8 line in September could have turned in their old devices without losing too much money and significantly defrayed the cost of the iPhone X. Early data suggests some of them did just that.
11eBay Sellers Get Into the Mix
Some of the people who pre-ordered the iPhone X saw it as a business opportunity and offered their iPhones on eBay to the highest bidders. On Friday, some customers were offering to sell their launch-day iPhone Xs for thousands of dollars to those who weren’t able to pre-order the handset.