Turnout for iPhone 8 Launch in Australia 'Bleak' as Customers Hold Out for Upcoming iPhone X

Apple's iPhone 8 and iPhone 8 Plus are already available for purchase in countries like New Zealand, Australia, Japan, and China, and in Sydney, one of the first cities where the two devices became available, lines were short and there was little demand for the new smartphones.

iphone8andiphone8plus
The iPhone 8 launch in Sydney saw "a bleak turnout," reports Reuters, with fewer than 30 people lining up outside of the Sydney Apple Store on George Street. In past years, hundreds of people have lined up for new iPhones on release day.

Apple customers on Twitter have also noted shorter lines in other locations.

The perceived lack of demand for the iPhone 8 and mixed reviews about the device caused Apple stock to fall as low as $152.75 on Thursday. Hints of demand issues first popped up last Friday, when iPhone 8 pre-orders kicked off.

Ahead of a standard launch, pre-order supplies of new iPhones often sell out online, but that was not the case with the iPhone 8 and the iPhone 8 Plus. Hours after the two devices became available for sale, there was still plenty of stock, with September 22 delivery dates available either online or with in-store pickup.

Many customers appear to be waiting for the higher-cost iPhone X, Apple's new flagship device that will become available for pre-order on October 27. Priced starting at $999, the device features an edge-to-edge OLED display, upgraded cameras, and a new facial recognition system.

Supplies of the iPhone X are rumored to be extremely constrained, and it's been suggested that Apple will not be able to supply adequate amounts of the devices to meet demand until well into 2018.

Top Rated Comments

HardRain Avatar
42 months ago
Hold out for X, or just not not getting another iPhone this year?
Score: 54 Votes (Like | Disagree)
allenvanhellen Avatar
42 months ago
Slap an OLED panel across the whole front of the iPhone SE and sell it for the price of the 8 and they’d have huge demand.
Score: 41 Votes (Like | Disagree)
Sevanw Avatar
42 months ago
Hahaaaa, they look embarrassed to be there. Lol. And what happens when the lines for the X are also bleak? You're only assuming everyone is waiting for the X.
Score: 32 Votes (Like | Disagree)
star_nerdy Avatar
42 months ago
Could be worse. I worked for Apple when Verizon first got the iPhone.

I had to setup the displays and get the store ready for want Apple said was going to be a major launch. I had to plan the thing at our store. I spent all night making sure everything was perfect.

We dropped the curtains and there were 4 people at the mall wanting to get iPhones on launch day for the Verizon iPhone. And things didn’t get significantly better over the day.
Score: 24 Votes (Like | Disagree)
Jetfire Avatar
42 months ago
Saw this problem when Apple started to make colored iPhones. Used to be one iPhone with only storage size being the difference. They you had different carrier models plus storage size. Then color, carrier and storage size. Then physical sizes, color, carrier, and storage size. Then old models, se, color carrier and storage size. Now two new flagship models, physical size, old models, se, color, carrier and storage size. Watch is even worse.

I wonder what Steve would say if he saw this.

Think he would let Tim do this?
Score: 24 Votes (Like | Disagree)
donster28 Avatar
42 months ago
I'm not at all surprised. The iPhone X is most anticipated than the 7s...oh sorry... 8.
Score: 23 Votes (Like | Disagree)

Top Stories

maxresdefault

Italy Fines Apple $12 Million for Misleading iPhone Water Resistance Claims

Monday November 30, 2020 3:10 am PST by
Apple has been slapped with a 10 million euro ($12 million) fine by Italy's antitrust watchdog for unfair commercial practices related to its iPhone marketing in the country. One of the Apple ads cited in the Italian watchdog's proceedings (credit: setteBIT) Specifically, Apple is being charged for misleading claims in promotional messages about how deep and how long iPhones can be submerged...
General cyber monday 20 sale feature

Apple Cyber Monday 2020: Discounts on iPads, Macs, AirPods, and More [Updated]

Monday November 30, 2020 6:25 am PST by
Today is Cyber Monday, a shopping event that sees many of the same deals from Black Friday bleed over into a new week, along with a few brand new offers on everything from Apple products to related accessories. In this post we'll highlight the best online discounts that you can find on Apple devices today. Note: MacRumors is an affiliate partner with some of these vendors. When you click a...
iPhone black friday 20 sale feature

Apple Black Friday 2020: Best iPhone Deals

Friday November 27, 2020 12:56 pm PST by
Black Friday is halfway done, but there are still a few deals to shop for on iPhones at carriers like AT&T, Verizon, and T-Mobile/Sprint. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. AT&T Starting with AT&T, you'll find up to $700 off any iPhone 12 when...
windows 10

Developer Successfully Virtualizes Windows for Arm on M1 Mac

Friday November 27, 2020 7:16 am PST by
Developer Alexander Graf has successfully virtualized the Arm version of Windows on an M1 Mac, proving that the M1 chip is capable of running Microsoft's operating system (via The 8-Bit). Currently, Macs with the M1 chip do not support Windows and there is no Boot Camp feature as there is on Intel Macs, but support for Windows is a feature that many users would like to see. Using the...
Top Stories 38 Feature

Top Stories: Black Friday Deals, Redesigned MacBooks, Hands-On With Apple's M1 Macs

Saturday November 28, 2020 6:00 am PST by
With Apple's holiday hardware lineup seemingly all set, attention this week turned to the shopping end of things with Apple and other retailers rolling out their Black Friday deals. That wasn't the only news this week, however, as we've continued to learn more about Apple's new M1-based Macs and we've even heard some fresh rumors about redesigned Mac notebooks coming next year, so read on...
16 inch MBP Mini Led

Mini-LED M1 MacBook Pro and Mini-LED iPad Pro Models Coming First Half of 2021

Monday November 30, 2020 2:24 am PST by
Apple is widely reported to be embracing mini-LED display backlighting technology for some products next year, and a new report today by DigiTimes has named several of Apple's partners in the supply chain that are expected to benefit from the switch. According to the report, Apple is set to launch its first mini-LED iPad Pro in the first quarter of 2021 and mass produce mini-LED MacBook Pro...
iphone trade in store

UK Environmental Committee Says Apple Contributing to 'Throwaway Culture' of 'Short-Lived Products'

Thursday November 26, 2020 7:07 am PST by
Technology companies like Apple are contributing to e-waste by making their products difficult to repair, and charging expensive repair fees, according to a lengthy report published today by the UK Parliament's Environmental Audit Committee. "We were told that Apple glues and solders parts together on their laptops, which makes repairing them very difficult," the Committee wrote in a summary ...
mac mini macbook pro macbook air

Apple M1 Hands-On Comparison: MacBook Air vs. MacBook Pro vs. Mac Mini

Monday November 23, 2020 3:40 pm PST by
Apple's M1 Macs are out in the wild now, but ahead of the holidays, you might still be trying to figure out which one to pick up, either for yourself or as a gift for someone else. We've got all three of the new Macs available, so we thought we'd give MacRumors readers a hands-on overview of each machine in our latest YouTube video. Subscribe to the MacRumors YouTube channel for more videos. ...
iphone 12 colors

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived last month in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone 12 are ...
ipadairdesign

2020 iPad Air vs. iPad Pro: Hands-On Comparison

Tuesday October 27, 2020 3:03 pm PDT by
Apple announced the new 2020 fourth-generation iPad Air in September, but the new tablets just started shipping out to customers last Friday. We picked one up and thought we'd do a hands-on comparison with the iPad Pro, which was last updated in March, because both tablets are about as powerful and share many similarities. Subscribe to the MacRumors YouTube channel for more videos. Design and ...