Sept. 20 (Bloomberg) — Apple Inc. attracted long lines of
shoppers today for the global debut of its latest iPhones, the company’s biggest product introduction this year.
In New York, customers queued up around the block to get
into Apple’s flagship Fifth Avenue store. The gold-colored version of the device sold out during the morning at the Regent Street location in London, and U.S. carriers pushed back
shipment dates for that model to October. In Munich about 2,000 people lined up, compared with about 50 at a store in Beijing, where buyers had to make a reservation online.
The iPhone 5s and 5c handsets also go on sale today in Hong
Kong, Japan, Singapore and France. It’s the first time Apple is rolling out its flagship product for sale in China on the same day as elsewhere, abandoning the usual three-month delay, as the company seeks to lure new customers in the world’s largest
“Last year, if you wanted an iPhone 5 right after the
launch, it was very expensive because you had to buy one that had been brought in from Hong Kong or the U.S.,” said Max Zhang, a 20-year-old student waiting at the Wangfujing store in Beijing for an iPhone 5s. “Now that I can buy it directly in the Apple Store, it’s cheaper.”
While the 5s is also available in black and white versions,
the gold model emerged as the hottest seller. AT&T Inc., Sprint Corp., T-Mobile US Inc. and Verizon Wireless won’t be able to ship gold iPhones until October, while the others are available this month, Apple said on its website. Gold and white were sold out at the Grand Central store in New York.
“It’s the one distinct model where you can tell it’s the new one,” said Vincent Villalba, 25, of New York, who began waiting in line at the Fifth Avenue store at 3 a.m. to get a gold version. “If any store is going to get a large shipment, it’s this one.”
Opening-weekend sales are crucial to boosting Apple after
almost a year without releasing a new device and ceding market share to rivals including Samsung Electronics Co. in the $280
billion smartphone market. Whether the Cupertino, California-based company can surpass the record 5 million smartphones sold during last year’s iPhone debut depends on whether there is
enough supply of the feature-rich iPhone 5s.
“It really depends entirely on how good or bad the yields on the 5s are,” said Carl Howe, an analyst at Yankee Group, who correctly predicted opening weekend sales last year. Apple could top 7 million in sales if it has enough handsets, though “Apple may not even hit the 5 million I predicted last year if the 5s is in really short supply,” he said.
Apple typically puts out a press release with opening-weekend sales figures on the Monday after a debut. Amy Bessette, a spokeswoman for Apple, declined to comment.
The iPhone 5s features a new camera and faster processor.
It costs $199 to $399 depending on the amount of memory and with a two-year wireless contract. Without a contract, the smartphone costs at least $649.
For the less-expensive iPhone 5c, Apple took last year’s
iPhone 5 and mostly repackaged it in a new plastic casing that’s offered in five different colors. It costs $99 to $199 with a two-year contract, or $549 without one.
How Apple performs in China is particularly important,
given the scale of the market there. Analysts have questioned whether the price of the iPhone 5c — more than the equivalent of $700 because of tariffs — will be too expensive for
customers in China. Partly because of that, Apple shares have fallen 6 percent since the company announced the iPhone pricing last week.
A survey of 25 of the earliest customers at the Beijing
store found 22 customers were there for the more expensive 5s model, compared with three for the 5c.
“Tim Cook is now finally treating China as important as
the U.S.,” said Tony Yu, 28, referring to Apple’s chief executive officer. The local government bureaucrat woke up at 2 a.m. and drove more than 300 kilometers (186 miles) from
Qinhuangdao to be at the Beijing store by 6 a.m. “It costs me about one month’s pay, but it’s worth it.”
Apple will sell as many as 6 million units even though it
won’t have enough iPhone 5s handsets available, according to
Gene Munster, an analyst at Piper Jaffray Cos. New fingerprint-reading technology makes the gadget harder to manufacture, he said. Brian Marshall, an analyst with ISI Group, also predicts 6 million iPhones will be sold.
Apple rose 0.9 percent to $476.68 at 9:44 a.m. in New York.
In some places, people started camping out in front of
Apple stores days ago to get the new iPhones, evoking scenes from earlier product introductions — even though the gadget is now six years old.
At Tokyo’s Ginza area store there were about 800 people,
including some dressed as Batman and Apple co-founder Steve Jobs in a face mask, jeans and black turtleneck.
“I started lining up five days ago,” said Sachihisa Saishiki, a 45-year-old who runs his own business and has camped outside the store at least six times previously. “I was with a group of 10, and we took turns going out for food, going back home to take showers. I spent time sleeping out here, too, lying down on a cardboard box,” he said after buying a gold iPhone 5s.
At the Paris Opera store, dozens of people had gathered by
7:30 p.m., prepared to stay overnight with a weather forecast for rain. Some had blankets and campers’ chairs. At the Louvre, a group of 20 Italians had waited since yesterday morning.
“We all met through Facebook, got on a bus and came to
Paris to get the new iPhone because it’s not available in
Italy,” said Jacopo Famularo, a 23-year-old blogger from Verona.
Outside Apple’s Regent Street store in London, the line was
about 1 mile (1.6 kilometers) this morning. Said Alkadi, a 52-year-old dentist, had flown from Jordan to buy new iPhones for his kids because they will only go on sale in the country later.
“They can’t wait that long,” he said. “When I get home I will be dancing in the street because I completed the mission!”
In addition to the new handsets, Apple also introduced a
new mobile operating system, iOS 7, to customers Sept. 18. It includes a redesign of applications like e-mail, calendar and photos, and adds new icons, fonts and color scheme.
“It’s not about having a large screen or powerful
hardware, it’s about the balance of everything,” said Jimmy Gunawan, a 33-year-old freelance filmmaker who bought two gold iPhone 5s models, one for himself and one for his mother, from Sydney’s George Street store.
Every iPhone release is critical for Apple because the
product accounts for about half its revenue. Since the iPhone 5 started selling last year, the company has faced increased
competition from rivals including Samsung, which has become the world’s largest maker of smartphones by offering customers a wider variety of designs and prices.
Samsung uses Google Inc.’s Android operating software,
which accounted for 79 percent of worldwide smartphone shipments last quarter, compared with 13 percent for Apple’s iOS,
according to research firm IDC. While reviewers such as the Wall Street Journal’s Walt Mossberg and Bloomberg’s Rich Jaroslovsky praised the iPhone 5s, they wrote that Samsung’s devices offer close competition.
Apple fans in New York got similar advice. “Buy an
Android!” a passing motorist yelled at the shoppers lined up at the Fifth Avenue store.
While reviewers described the iPhone 5s as better than
previous versions, they said it’s not an industry-changing
upgrade as some earlier models have been.
“Apple excitement might be slowing down a bit,” said Eric Guadalupe, 31, a New Yorker in line at the Fifth Avenue store for a gold 5S. “But my 10-year-old daughter is already sucked into it. And if they have the kids, they have us.”
Brand loyalty remains important for many Apple enthusiasts,
who cited the company’s attention to detail in its products.
“This is the second time for me to line up here, but it
feels like there’s more people this time than the last time,” said Katsuki Tochi, a 37-year-old businessman in Tokyo who
bought black and white versions of the iPhone 5s. “I love Apple