Only 30 fans line up early in the Apple flagship store while shoppers switch to the online shop

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Just a few years ago, an iPhone launch had fans clogging the streets and camping overnight in fear of being the first to get their hands on the devices.

This time even the flagship store on Regent Street in London only managed 30 people to queue up before it opened.

One shopper joked that he queued “slightly hungover” because he had a meeting nearby later that morning, while another was amazed that he only had to queue for three minutes before walking right in.

But rather than a sign that Apple is losing its mojo with the sale of the iPhone 13, the lack of early morning queues is more an indication of a switch to online shopping.

Although the pandemic prevented fans from queuing outside Apple stores last year, sales of the four iPhone 12 models surged over the 100 million mark in June, according to a report by analyst Counterpoint Research.

The numbers suggest that demand for the phones is buoyant and buoyant, competing with the record sales of the iPhone 6 series of 2014, and resolutely allaying fears of investors and analysts that we have hit the “iPhone peak” .

Improvements in e-commerce and delivery services mean that online orders are now delivered more reliably than in the past.

Customers can also pick up their pre-ordered devices at an Apple Store at the earliest possible time, which means the end of the line for some potential buyers

The sparse queue outside Apple’s Regent Street store on Friday morning (Photo: PA)

This year’s four phones – the iPhone 13 mini, iPhone 13, iPhone 13 Pro, and iPhone 13 Pro Max – all have improved camera systems and longer battery life, and have received mostly positive reviews, although they include fewer radical updates than last year’s models.

Apple is one of the few brands in the world with enough seals of approval and a large enough fan base to entice customers to queue up in front of their stores for their new products in the age of online shopping.

Sony’s PlayStation 5 game console, which launched in November, would have sparked mass queues overnight if the pandemic hadn’t resulted in UK customers being limited to online purchases only.

Months later, consumers are still struggling to purchase the console due to a global shortage of computer chips, in part due to an increasing demand for electronic devices for work and entertainment amid the pandemic, as well as a drought in Taiwan that affected manufacturing facilities and a postponement to more powerful chips that take longer to manufacture than previous versions.

The iPhone 13, iPhone 13 mini, iPhone 13 Pro and iPhone 13 Pro Max have hit stores in the UK (Photo: PA)

Similarly, Apple was forced to postpone sales of last year’s four iPhones starting in September, releasing the iPhone 12 and iPhone 12 Pro in October and the iPhone 12 mini and iPhone 12 Pro Max in November.

The company announced that it had sales of $ 81.43 billion between March and June.

Demand for the company’s other products, including the Mac line of computers and the iPad, also increased.

Chief Executive Tim Cook said sales of the tablet line were the strongest in “nearly a decade,” an increase likely due to consumers buying iPads for home work and homeschooling.


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