A frenzy of 600,000 orders for the iPhone 4 on June 15 resulted in “malfunctions” from the crush of eager customers, according to Apple. But Thursday’s official launch in Chattanooga was decidedly low key by comparison.
AT&T stopped taking orders June 16 because of heavy demand, and walk-ins at the Gunbarrel Road store were informed Thursday that they would have to wait until June 29 before phones are available, even if they ordered right then.
“iPhone 4 preorder sales volumes on June 15 were 10 times higher than the first day of pre-ordering for the iPhone 3GS last year,” said market manager Cathy Lewandowski. “We’ll start by fulfilling pre-orders, and follow with iPhone 4 availability for all other customers starting next week available on a first-come, first-served basis while supplies last.”
Mike Bailey wanted to purchase a phone for his wife at the AT&T store on Gunbarrel Road, but went away disappointed.
“I think it was a goof on Apple’s part,” he said.
But those lucky enough to have previously gotten through the swamped order system were rewarded with short lines and a new iPhone 4 in a process that took around 20 minutes.
That’s what happened to Donald Swoopes.
“I’m happy went through the trouble to pre-order, at least have the benefit of a couple of days on everyone else,” Mr. Swoopes said.
His car was one of only five in the parking lot 30 minutes after the East Brainerd AT&T store opened.
Customers at the Best Buy store on Gunbarrel Road faced a similar situation.
With no stock available for walk in customers, mobile manager Zach Turner took “somewhere around 30” secondary orders from a group of waiting customers to be fulfilled when phones come in.
Mr. Turner scheduled customers who had ordered phones earlier to come in throughout the day, he said.
“We started at 8 a.m., and we have them spaced out the entire day so we’re we don’t have anybody stepping on anybody’s toes,” Mr. Turner said. “They’ll trickle through all day.”
Alex Bizzell ordered the 32GB iPhone with a $50 deposit shortly after Best Buy opened Thursday.
“I need the latest and greatest,” he said.
Brett Mueller, a developer, traded in his Samsung phone for the iPhone 4.
“It was an easy process,” he said. “As a developer, I’m most excited about the gyro, and the camera on front.”
Other customers, like Michael Gandhi, just showed up to check out Apple CEO Steve Jobs’ latest invention.
“I don’t like the new shape, but the screen resolution is ridiculous,” he said.
He’s most excited about Apple’s new FaceTime feature, which will allow him to video conference with his daughter when he’s away on business.
“I fly a lot, so that’s a fun thing to have,” Mr. Gandhi said.
Nationally, thousands lined up outside stores around the world, starting in Japan where the Apple’s exclusive wireless carrier, Softbank, sold out by early afternoon, according to The Associated Press.
The new iPhone model, the fourth model since the original 2007 model, is thinner with a better-resolution screen and longer battery life, Apple officials have said.
AT&T will offer home or business delivery should a store run out of inventory after June 29, but Apple wouldn’t promise delivery of orders placed on Thursday until July 14 on its website.
The Associated Press contributed to this story.
