Perhaps I’m being overly optimistic but a bit of me is still hopeful that there could be some news. Apple's close ties to China - where much of its supply chain is based - have also likely meant that Apple has had an ear to the ground in regards to COVID-19 from the very start.I agree with all of that, but note that he says “release”, not unveil, announce or something like that. The company temporarily closed all of its stores outside of greater China in March, for example, just before stay-at-home orders were issued in parts of the US.Īpple's reputation as a visionary in the retail space and its vast resources suggest the company may set an example for how retailers will navigate product launches throughout the pandemic. The way Apple handles a high-profile product launch like the iPhone 12 is also significant because the company's decisions around how its retail stores operate during the pandemic have sometimes preempted broader COVID-19-related restrictions. Preorders for the iPhone 12 are said to have more than doubled those of the iPhone 11 in its first day of availability, according to estimates from TF International Securities analyst Ming-Chi Kuo, boosted by interest in the iPhone 12 Pro. They also come with a new design, more durable screens, and cameras that are better at seeing in the dark.
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The $800 iPhone 12 and $1,000 iPhone 12 Pro are among Apple's first smartphones to support 5G. The iPhone 12 is expected to be one of Apple's biggest iPhone launches in years, with some analysts predicting that it could kick off a "supercycle" of upgrades. The Union Square location in San Francisco, California, for example, is requiring customers to make a reservation in advance to purchase an iPhone 12 on launch day, an employee told Business Insider. That's important because some of the policies can vary by location. The best way to see what options and services are available at your local Apple Store is to check the website for your specific store through Apple's store locator. Store occupancy will be limited and social distancing rules will be enforced for locations that are open, the company said.Īpple hasn't said how many of its 271 stores in the United States are currently open or will be open for launch day, but 9to5Mac reports that more than 90 percent of stores in the US are operational as of October 18. Those who visit the Apple Store will have to wear a face mask in order to enter, and Apple will take contactless temperature checks upon entry. These include in-store or curbside pickup and contactless delivery for products ordered ahead of time. Michael Steeber September 15, 2020Īt the same time, Apple will continue implementing the safety protocols and shopping options it's offered over the last few months during the pandemic. The ability to shop with an Apple specialist also isn't specific to launch weekend but is relatively new and has been rolled out over the last few months. The Express Storefront format isn't specific to the iPhone launch rather, it's a new option for some currently closed stores that Apple began piloting in September, starting with its Burlingame, California, store. As its name implies, the Express Storefront is a designated area outside the Apple Stores that are temporarily closed because of the pandemic where customers can pick up a product that they've already ordered online.
The company is also offering the option to shop one-on-one with an Apple Store specialist for help navigating the new products, financing options, or carrier plans.Īnother measure new to this year's iPhone launch is Apple's Express Storefront. If a long line forms outside of stores that are currently open, queued customers may be asked to return during a specified time slot to make their purchase, Apple said.
Apple told Business Insider it is also introducing an in-person reservation system for those waiting in line on iPhone launch day, while upholding the same safety protocols it has been enforcing for months. The experience of visiting your local Apple Store to pick up an iPhone 12 or 12 Pro when they debut on Friday will be very different than years past.Īpple has implemented some new shopping options throughout the pandemic to more easily limit how many shoppers are allowed in stores at a given time, and these will be in effect during an iPhone launch for the first time this year. Apple is launching its new iPhone in the midst of a global pandemic, with many stores closed and the open ones under strict public health guidelines. If this were any other year, the launch of the iPhone 12 would mean winding lines outside stores around the world as customers wait to become among the first to get their hands on Apple's new devices.īut 2020 isn't like any other year.
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