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Reservation System Yields Orderly Launch of New iPad in China

As noted by The Next Web, Apple today launched the third-generation iPad in China to small, orderly crowds, avoiding a repeat of the chaotic iPhone 4S launch back in January that forced Apple to temporarily halt in-store sales of the device in the country.


Security staff monitor quiet iPad launch at Apple's Sanlitun retail store in Beijing

The iPad launch appears to have gone much more smoothly in part due to a reservation system the company deployed to help minimize lines and thwart scalpers seeking to soak up available supplies and resell the devices for significant profits. Prospective customers were required to pre-register for their in-store purchases by noon yesterday, with customers receiving designated appointment times today to come pick up their iPads.
As of now, today, there is no sign of the scalper contingent, which is typically out in full force for Apple product launches in China – the computer giant’s second largest market.

According to staff at the Sanliutin Apple Store, iPad sales will continue to be reservation-only indefinitely. Customers can reserve the new iPad daily from 9am-12pm and will be assigned a pickup time for the following day or later.
Crowds at the Sanlitun store were sparse under the new reservation system, with the store opening two hours early at 8:00 AM but with only ten people in line by 8:30.

Related roundup: iPad Air 2

Top Rated Comments

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30 months ago
I would not put it past Apple to do the same in the US because as I do not fall in the nut case category I would much rather it work that way. I can show up and be out of there with in 15 mins
Rating: 10 Votes
30 months ago

I would not put it past Apple to do the same in the US because as I do not fall in the nut case category I would much rather it work that way. I can show up and be out of there with in 15 mins


No, because it gets them tremendous press. The only reason they started this reservation system in China is because it was out of control and led to violence.
Rating: 10 Votes
30 months ago
I knew they'd figure out a solution, they're a smart company :)

Still, it's sad it's come to this.
Rating: 4 Votes
30 months ago

I would not put it past Apple to do the same in the US because as I do not fall in the nut case category I would much rather it work that way. I can show up and be out of there with in 15 mins


Half of me agrees, but half of me likes the "nut case" experience. It's a good time to bond with fellow Apple enthusiasts, which is kinda nice.
Rating: 3 Votes
30 months ago
Now I wonder why Apple doesn't just make this a standard process for all of their product launches. They did it with the iPhone 4 and 4S and it worked well, but the iPad launches were all a mess without it.
Rating: 3 Votes
30 months ago

Yeah but it's not like there was really hype in China before, just tons of people trying to buy and resell the device to people in countries where there is hype.


Actually, there is demand in China (not hype). That's why scalpers were out on previous launches.

Before China launches, scalpers buy from US and other countries and import them to China.
Rating: 3 Votes
30 months ago
Interesting, most people in Beijing can apparently read "Security" in English. Can't say I can read it in Chinese!
Rating: 3 Votes
30 months ago

Crowds at the Sanlitun store were sparse under the new reservation system, with the store opening two hours early at 8:00 AM but with only ten people in line by 8:30.


NO!!!!!!

Apple is doomed!! Bring out the white flags for surrender to Samsung!!

I'm in mourning:(:(:(
Rating: 2 Votes
30 months ago

Or if you had to order food like this..

What if this turns out to be the future for Apple product launches?


Let's say the store has 100 iPads.
And there are 100 people who want to buy and use an iPad.

They all get one, Apple sells all the iPads, customers get their iPads, everyone is happy.

Alternative: There are also 100 scalpers, who push into the store of the genuine customers, grab the iPads, and sell them to the people who want to use them at a markup.

This doesn't help Apple, because Apple's genuine customers pay more for the goods than Apple gets, making them less happy about their purchase, or possibly making them buy a different product. It doesn't help Apple's genuine customers at all. It only helps the scumbags.

If there is a huge supply of scumbags who want to make money by being parasites, and this is the way to get rid of them, then so be it.
Rating: 2 Votes
30 months ago
There are several reasons that the New iPad is not so hot this time in China:

1. It's been released way too late. Four months later than every other countries. iPad fans would have already bought a Hong Kong/US New iPad already.

2. The price is more expensive in China. The China iPad price is 3688 CNY vs Hong Kong 3888 HKD vs US 499 USD. Since 1 HKD = 0.8 CNY, and 1 USD = 6.3 CNY, that's 3688 CNY vs 3110 CNY vs 3150 CNY.

3. Shopping on the internet is extremely popular and easy in China, and lots and lots of people and internet shops "imported" lots of HK/US iPads to resell them.

I'm living in China BTW, and have got the New iPad the third day after it was announced.
Rating: 2 Votes

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