First Week of iPhone 17: What Really Happens Inside an Apple Store Launch

Apple has methods of shaping the narrative round an iPhone launch, however the first week is after we actually begin to scratch the surface of what it is wish to stay with the brand new fashions. 

The launch of an iPhone is sort of the spectacle, particularly at Apple’s flagship New York Metropolis retailer on Fifth Avenue. Apple CEO Tim Prepare dinner and a bevy of different prime executives collect to cheer on the primary prospects, take selfies and signal autographs. A slew of photographers collect in a press pen to seize these moments — and a few of these moments, like customers holding up newly purchased iPhones, are a bit extra crafted than others.

On this week’s episode of One Extra Factor, which you’ll watch embedded right here, I’m going into the performative nature of the launch day and share a facet of the story you do not sometimes see on a social media feed. 

Now that anybody can get their palms on an iPhone, Apple loses a number of the management of its messaging. Judging by some customer complaints of dings and scratches, the brand new iPhone has misplaced a few of its launch-week luster. 

I’ve taken each the iPhone Air and iPhone 17 Professional Max out for a spin for the previous week. And as I share on this week’s video, generally it takes a bit nature stroll to attach with what actually issues in an iPhone: the digicam. 

I additionally share what I’ve discovered from utilizing numerous iPhone 17 series cases — since it’s your decision one to keep away from your individual “scratchgate” drama. Oddly sufficient, my Air with a bumper case noticed probably the most injury to this point. Possibly I am simply not lower out to deal with telephones as vogue gadgets.

When you’re searching for extra One More Thing, subscribe to our YouTube web page to catch Bridget Carey breaking down the most recent Apple information and points each Friday.