Here's a Behind-the-Scenes Look at Apple's Pre-Order 'War Room'

BuzzFeed News has put together a video of how Apple prepares for an iPhone launch day around the world.


When iPhone 8, Apple Watch Series 3, and Apple TV 4K pre-orders began at 12:01 a.m. Pacific Time last Friday, dozens of Apple engineers were assembled in a so-called "war room" to ensure the process went smoothly.

apple preorder war room
For around three hours, these engineers sat in front of at least 10 TVs forming a larger display, which appears to show the system status of pre-orders in launch countries. One engineer had a map of the world open on his iMac.

apple preorder war room 2
"Over half of the orders that night will come in through the Apple Store app," said Apple's retail chief Angela Ahrendts. "We turn the whole world on at once. I think you saw the map with everything lighting up all over the world."

BuzzFeed reporter Nicole Nguyen then visited UPS's Worldport shipping facility in Louisville, Kentucky, a major hub for Apple products.

Nguyen said the volume of Apple products is so large that UPS has to set aside time to sort just those deliveries. Apple's launch day haul took up an entire large room, and the products later traveled along miles of conveyor belts.

iphone 8 ups
UPS delivers some of the orders to Apple retail stores, while others arrive directly at customers' doorsteps.

Apple retail stores usually attract long queues of customers on launch days, but the crowds have been smaller for today's iPhone 8 and iPhone 8 Plus launch. Many customers are likely waiting for the iPhone X, which launches November 3.

Top Rated Comments

NIKKG Avatar
66 months ago
Congrats to all the 4 people that pre-ordered this dud.
Score: 31 Votes (Like | Disagree)
fizzyfizz Avatar
66 months ago
Does Angela Ahrendts ever take her power coat off?
Score: 26 Votes (Like | Disagree)
JilzVT Avatar
66 months ago
Very little "behind the scenes" going on here.
Score: 15 Votes (Like | Disagree)
Red Oak Avatar
66 months ago
Congrats to all the 4 people that pre-ordered this dud.
Pecking away in your basement on a 2005 PowerBook, are you? Mad at things
Score: 13 Votes (Like | Disagree)
iapplelove Avatar
66 months ago
even for all of her accomplishments, I just can't like her
Damn lots of hate for Angela. Don’t know her personally but she seems like a strong successful woman. And last time I checked that was a good thing lol
Score: 13 Votes (Like | Disagree)
magpie maniac Avatar
66 months ago
It’s like a Space Launch
Once upon a time, we had that many men sitting behind monitors in one large room to launch astronauts to the moon. Now, we’re waiting up overnight to click an order button.

Boy, we sure have progressed.
Score: 10 Votes (Like | Disagree)

Popular Stories

apple watch ultra deuglify 1

Apple Watch Ultra User Mods Titanium Casing to 'Deuglify' Design

Tuesday September 27, 2022 8:05 am PDT by
An Apple Watch Ultra user has modified their new device's casing to add a brushed finish and remove the orange color of the Action Button in an effort to make it more visually appealing. The Apple Watch Ultra offers the first complete redesign of the Apple Watch since the product line's announcement in 2014, and while the design has been met with praise from many users, some have criticized...
Dark Sky App Featured

Dark Sky Removed From iOS App Store Ahead of Upcoming Shutdown

Wednesday September 28, 2022 4:27 pm PDT by
The Dark Sky weather app that's owned by Apple is no longer available for download in the U.S. App Store, suggesting that it has been removed ahead of schedule. Apple acquired Dark Sky back in March 2020 and has since incorporated elements of the app into the Weather app available on the iPhone (and soon, the iPad). Dark Sky remained available for purchase as a standalone weather app...
iphone 14 pro max vs 13 max 2

Camera Comparison: iPhone 14 Pro Max vs. iPhone 13 Pro Max

Thursday September 29, 2022 7:44 am PDT by
The iPhone 14 Pro and Pro Max introduce some major improvements in camera technology, adding a 48-megapixel lens and low-light improvements across all lenses with the new Photonic Engine. We've spent the last week working on an in-depth comparison that pits the new iPhone 14 Pro Max against the prior-generation iPhone 13 Pro Max to see just how much better the iPhone 14 Pro Max can be. Subscrib ...
apple watch ultra hammer test

YouTuber Tests Apple Watch Ultra Durability With a Hammer: Table Breaks Before the Watch

Sunday September 25, 2022 2:27 pm PDT by
A YouTuber has put Apple's claims for the durability of the Apple Watch Ultra to the test by putting it up against a drop test, a jar of nails, and repeated hits with a hammer to test the sapphire crystal protecting the display. TechRax, a channel popular for testing the durability of products, first tested the Apple Watch Ultra by dropping it from around four feet high. The Apple Watch...
tony blevins car

Apple Procurement VP Departs Company After Vulgar TikTok Comment

Thursday September 29, 2022 12:38 pm PDT by
Tony Blevins, Apple's vice president of procurement, is set to depart the company after he made a crude comment about his profession in a recent TikTok video, reports Bloomberg. Blevins was in a video by TikTok creator Daniel Mac, who was doing a series on the jobs of people he spotted with expensive cars. After seeing Blevins in an expensive Mercedes-Benz SLR McLaren, Mac asked Blevins what ...
iPhone 14 Pros in Hand Black Background Feature

Verizon iPhone 14 Pro Customers Reporting Cellular Connection Issues

Monday September 26, 2022 6:23 am PDT by
iPhone 14 Pro customers on the Verizon network in the U.S. are reporting issues with slow and unreliable 5G cellular connections and calls randomly dropping. Several threads on Reddit (1,2,3) and the MacRumors forums chronicle issues faced by Verizon customers and Apple's latest iPhone. According to user reports, signal strength on the iPhone 14 Pro is unreliable and weak, while other...
iPhone 15 to Switch From Lightning to USB C in 2023 feature sans arrow

Kuo: iPhone 14 Pro Max Popularity Could Lead to More Differentiation Between iPhone 15 Pro and iPhone 15 Pro Max

Wednesday September 28, 2022 10:22 am PDT by
Apple has seen high demand for the 6.7-inch iPhone 14 Pro Max, which could lead the company to further differentiate the next-generation iPhone 15 Pro and Pro Max, according to Apple analyst Ming-Chi Kuo. Apple could add exclusive features to the iPhone 15 Pro Max in an effort to encourage more people to purchase the larger and more expensive device. Kuo last week said that Apple asked...
iPhone 14 Pro Sports Scores Dynamic Island

iPhone 14 Pro Features Live Sports Scores in Dynamic Island on iOS 16.1

Monday September 26, 2022 7:52 am PDT by
Earlier this month, Apple announced that iOS 16.1 will enable a new Live Activities feature that allows iPhone users to stay on top of things that are happening in real time, such as a sports game or a food delivery order, right from the Lock Screen. On the iPhone 14 Pro and Pro Max, Live Activities also integrate with the Dynamic Island. Premier League match in Dynamic Island via Paul Bradford ...
iOS 16

Everything New in the Latest iOS 16.1 and iPadOS 16.1 Betas: Stage Manager Expansion, Wallpaper Tweaks and More

Tuesday September 27, 2022 11:36 am PDT by
Apple today released new betas of iOS 16.1 and iPadOS 16.1 to developers, tweaking some of the functionality that's been introduced in prior betas and in the case of iPadOS 16.1, adding a major new feature to Stage Manager. We've rounded up everything new in both betas below. Wallpaper Updates Apple has updated the Wallpaper section of the Settings app to allow users to swap between...
General iOS 16 Feature Yellow

Some iOS 16 Users Continue to Face Unaddressed Bugs and Battery Drain Two Weeks After Launch

Monday September 26, 2022 7:34 am PDT by
Today marks exactly two weeks since Apple released iOS 16 to the public. Besides the personalized Lock Screen, major changes in Messages, and new features in Maps, the update has also seen its fair share of bugs, performance problems, battery drain, and more. After major iOS updates, it's normal for some users to report having issues with the new update, but such reports usually subside in...