Turned On NEW Macbook for first time ... Battery is at 10%. Is this normal?

They do normally come with a bigger charge, but I wouldn't worry yet. Just charge it right up and see how the battery performs. You are totally covered so it's not a big deal.

 

It's unlikely that you got an open-box machine. A lot of factors including cold weather could have led to discharging of the battery in shipping.

A long time ago I got a PowerBook that a recall on the batteries and the new battery came with 5% left, but total cycles, 0. The delivery man who brought it explained to me that the battery was fully charged at the testing facility but could have been zapped due to cold delivery truck storage during snow storms.

 

Yep, cold weather could easily account for this...like I said, just charge it and then time the usage you get...I think you'll be fine.

 

When you watch an unboxing video, it's mostly right after a release so the units have been recently charged. This unit could have been hanging around at the resellers awhile so obviously the charge will drop over time.
As the others have said just charge it up and see how it performs. If there are any issues just get it swapped out. I'm sure it will be fine.

 

10% charge is fine, the last MBP I got from the store was dead with the battery icon on the screen.

FYI, depending on what climate your in, I'm in the North East and at this time of year it's not surprising at all.

 

Why would you be screwed? You could always return it.

Though, like others said cold weather is a main cause of battery decrease. Install Coconut Battery or check the System Report (Power tab) inside the About this Mac for a check on the battery cycle count. Anyways, you're fine.

 

I'm guessing they don't exactly fly off the shelves at this time of year. Big volume times are start of school year and Christmas. So yours may have arrived at the store as part of their Christmas stock in late November or December... in which case having a 10% charge is pretty good.