Got to Brent Cross at 8:01am and thought I'd probably be in a queue
of ten or twelve. I've never queued for the release of any product before
so I didn't know what to expect. What I didn't expect was at the very
minimum one hundred in front of me! By about 8:20 Apple staff were
asking people with reservations to go to another, shorter queue and by
that time people were already being told that there were no unreserved
phones for them this far back in the queue.
I had reserved my phone so I joined the "reserved" queue.
I thought that it should take between half an hour and an hour.
Two and half hours later, I was still about fifteen/twenty people or so back
in my queue. The chap in front of me started talking to me and it
transpired that he had flown in from Germany to get a sim-free
iPhone 4. A major reason as to why he was able to do this was
that he worked for a well-known German airline which gives him
good flight availability at reduced prices. It also turned out that
he had friends outside the Regent Street store doing the same thing.
Apparently he had bought Apple stuff in places as far afield
as Hong Kong, Italy and the States and was due to be flying back
to Germany by 8pm tonight - the last available flight to him from Heathrow.
One thing that we both talked about was, and Apple are not necessarily going
to be keen on this, was the amount of time we had to wait to get into the
store. He explained that the Apple Store he had been into in the US
was quite a bit quicker/more efficient with their service than either the Brent
Cross one or the stores he had visited in Germany.
Finally at between 11:30am and midday (lost track of the time I was
so knackered!) me and the chap in front of me got into the store shortly
after being told by one of the Apple staff that O2's network had crashed
due to the increase in traffic. During our wait, several people had stopped
to ask those of us in the queue what it was all about.
In the end my transaction took less than ten minutes. One iPhone 4, black,
16GB. I added a black bumper to prevent damage and possibly reduce
signal deterioration.
As I left the store, I tapped my fellow patient would-be iPhone 4
customer, wished him luck on his journey back home and shook hands.
Upon exiting, I almost felt the urge to break into song with
"It's coming home, it's coming home, it's coming, iPhone's coming home"
whilst raising my purchase above my head for added World Cup effect.
Sanity got the better of me when I decided to decamp to John Lewis
for a hot chocolate instead of an embarrassing celebration.
It was past midday when I left John Lewis.
The queues were still long at the Apple Store.
Carphone Warehouse had also opened early and had a steady but smaller
queue. O2 also had a queue but that was longer than CW's.
I now have an unopened iPhone, a bumper and, very sadly, photos and
videos of the queues outside Apple in Brent Cross