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.

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.

"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.

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

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32 months ago
Congrats to all the 4 people that pre-ordered this dud.
Rating: 31 Votes
32 months ago
Does Angela Ahrendts ever take her power coat off?
Rating: 26 Votes
32 months ago
Very little "behind the scenes" going on here.
Rating: 15 Votes
32 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
Rating: 13 Votes
32 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
Rating: 13 Votes
32 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.
Rating: 10 Votes
32 months ago

The video was interesting. But that UPS truck parallel park job is the real star.

...and dropping a box with merchandise after that.
not to mention the entropy in that van
Rating: 9 Votes
32 months ago

But it’s not just women! As a guy I can recall several occasions where people called out my attire TO MY FACE, let alone things people haven’t said. You wackos wanna be equal? Quit posting stuff like this. As for relevant comments, she’s not a good leader. Much like Tim she’s all hype.

Sure, men sometimes get criticized for what they wear too, but not to the same degree.

There's been two threads about her in the past two days, and both threads have been full of criticisms of her clothing, completely unrelated to the topic at hand. What she's wearing isn't even outrageous or in bad taste, it's just criticism of her having taste. "Oh, she likes fashionable clothes, she must not be good at business."

Bill Gates had the same stupid haircut and sweater for 30 years, and no one gave a ****.
Rating: 8 Votes
32 months ago

Very little "behind the scenes" going on here.

BuzzFeed using misleading wording? Say it ain't so.
Rating: 7 Votes
32 months ago

Anyone else find it strange that they call it a “war room” when all it is is them making an ungodly amount of money? War is definitely a strange word to use in this situation.

W.A.R. Room aka We Are Rolling (in it). ;)

Here's the insider video clip they left out...

Rating: 5 Votes

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