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.

sanlitun ipad 3 launch
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
Tag: China
Buyer's Guide: iPad (Buy Now)

Top Rated Comments

goodcow Avatar
111 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.
Score: 10 Votes (Like | Disagree)
Rodimus Prime Avatar
111 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
Score: 10 Votes (Like | Disagree)
lifeinhd Avatar
111 months ago
I knew they'd figure out a solution, they're a smart company :)

Still, it's sad it's come to this.
Score: 4 Votes (Like | Disagree)
ULFoaf Avatar
111 months ago
Interesting, most people in Beijing can apparently read "Security" in English. Can't say I can read it in Chinese!
Score: 3 Votes (Like | Disagree)
Consultant Avatar
111 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.
Score: 3 Votes (Like | Disagree)
lifeinhd Avatar
111 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.
Score: 3 Votes (Like | Disagree)

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