Apple fans really love their iPhones. On the morning of 20 September, the retail launch date of the new iPhone 16, Apple aficionados from near and far gathered outside the Apple Stores at Orchard Road and Marina Bay, as well as Courts Nojima. Some at the Orchard Road retail outlet attempted to start queueing on the evening of 19 September but were told to come back the next day at 4am, The Straits Times reported. By about 6:10am, around 110 people were seen queueing outside the Orchard Road store. The first customers were admitted to cheers and applause at 8am, ST observed. A subsequent video posted just before 9am showed that the queue had swelled considerably by then.
Background
The iPhone 16 line-up was unveiled on 9 September 2024. New features such as an A18 chip promising better battery life, a more powerful camera, and its proprietary AI system — Apple Intelligence — were the highlights of the release. Pre-orders started a week ago on 13 September, but availability only began at its launch on 20 September. Just like the annual iPhone releases, the queues are a yearly affair. In 2023, queues started as early as the afternoon before, including visitors from China and Vietnam. The year before, people were seen queueing with suitcases and wads of cash. Some appeared to have flown in just to get their hands on the new product.
Queues elsewhere
Queues were not restricted to the Apple Store along Orchard Road. Another video, posted by TikTok account Vat Vo Studio, showed iPhone enthusiasts queueing outside Courts Nojima, further down the road at The Heeren. People were also seen queueing at the Apple Store in Marina Bay Sands.
The iPhone 16
The iPhone 16 boasts several new features, including an A18 chip that promises better battery life, a more powerful camera, and Apple Intelligence, its proprietary AI system. These enhancements have generated significant excitement among Apple fans. Pre-orders began on 13 September, but the phones were only available for purchase starting on 20 September. This annual event has become a tradition, with long queues forming each year as eager customers wait to get their hands on the latest model.
Past and future trends
The phenomenon of queuing for the latest iPhone is not new. In 2023, queues for the iPhone 15 started as early as the afternoon before the launch, with some visitors coming from as far as China and Vietnam. The year before, people were seen queueing with suitcases and wads of cash, indicating the lengths to which some will go to secure the newest Apple product. As technology continues to advance, it is likely that future iPhone releases will continue to draw large crowds, eager to experience the latest innovations from Apple.
