updated 01:50 am EDT, Wed October 31, 2012
Crowds, excitement in first nine countries documented
Apple has added a new video to its iPhone 5 page, a two-minute piece showing the lineups, crowds and general excitement surrounding the launch of the latest Apple smartphone in the initial set of nine countries. The video, which has also found its way unofficially to YouTube, shows off a number of Apple Stores and the employees, who are often as thrilled as the buyers to finally be getting their hands on the new device. Early buyers are seen being interviewed by local TV news crews, and working with the devices in-store.
A few particular shots stand out in the video, including people waiting in line at various stores around the world; an elderly couple going through the setup; a deaf customer signing with an Apple employee; a man visibly saying "oh wow" as he opens the box for the first time, and an Apple employee shaking hands with a dog in the lineup. The cinematography does a good job of showing the anticipation in the queue, the pleasure of checking out the iPhone and the triumphant feeling the first buyers had as they leave the store with their purchase.
Apple has periodically posted videos of launch day buying for previous iOS devices, but the latest one underscores the company's commitment to the most aggressive and wide-ranging product launch in the companies history. The iPhone 5 is on track to debut in 100 countries before the end of 2012, and is already in more than 30 countries with major territories such as mainland China still to come. The video also serves as a reminder that while a handful of non-Apple products have generated lineups on their own launch days, Apple's competitors have thus far failed to generate the sustained excitement, satisfaction and loyalty that a number of Apple's devices create.