by Lance Somoza

Nicole Nguyen from Buzzfeed went behind the scenes with Apple’s SVP of Retail Angela Ahrendts to get a glimpse of how Apple handles pre-orders and launch day for iPhone.

This is pretty cool, and it’s great to see Angela have a more public presence. You can tell she is really engrossed in Apple’s vision by the way she talks. I got some strong ‘Tim Cook’ vibes from her.

The video shows Apple’s War Room, used to coordinate pre-order go lives. I have often wondered what this situation looked like — as it turns out, sort of like a small-scale NASA mission control.

Despite Apple’s big hype push today, many Apple Stores are seeing less and less people in line for iPhone 8 this morning. I can confirm this, as I picked up my Apple Watch Series 3 at my local Apple Store today. Last year when I picked up the iPhone 7, there were easily over 100 people in line at 8am. This year, there were only about 20 waiting for iPhone 8 (even less when I left around 8:30). As I saw this, I thought to myself, “Wait … this can’t be right. You mean to tell me there are loads of people that do want the $1,000+ iPhone X? Honestly, who could have seen that coming?” It’s a mystery.

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