Apple’s Retail Gameplan for iPhone 6 / iPhone 6 Plus Launch Leaked


It seems that Apple is going to great lengths to ensure that the iPhone 6 / iPhone 6 launch goes as smoothly as possible for both customers and its employees. According to the folks over at 9to5Mac, who appear to have tracked down Apple’s Retail Store gameplan for Friday, September 19th, the company’s big week starts with the arrival of iPhone 6 and 6 Plus inventory as early as Wednesday.

Screen shot 2014 09 16 at 11 28 16 am

The source details that retail inventory specialists (Back of House) have been “instructed to hold back 4% of overall inventory by SKU (minimum 1 device/SKU) for DOA holdbacks”. This will ensure that the customers will not be let down if their new iPhone 6 / iPhone 6 Plus has an issue right out of the box. Meanwhile, devices that were preordered for in-store pickup, will be set aside so they are not accidentally sold to walk-in customers.

“Around 5 am, Apple specialists are directed to begin interacting with the line by sharing their excitement for iPhone 6/6 Plus and answering any questions. At this time, the line will be split based on order type: one for walk-in customers and one for Personal Pickup (PPU). Next, walk-in customers will start getting their Reservation Pass placeholders. This new digital queue system will replace the physical product reservation cards that Apple used during previous product launches. As always, Apple will also be handing out refreshments (most likely coffee and water) throughout the morning. 

Once the clock strikes 8 am, customers will be greeted with a “warm welcome” and then paired with a specialist who will either confirm the Reservation Pass number for walk-in customers or scan the Ready For Pickup (RFP) barcode for Personal Pickup customers. The specialist and customer will head back to the Genius Bar to retrieve their iPhone of choice and begin the transaction.”

Lastly, every customer will be asked if they would like a Personal Setup. If a customer declines the offer, then specialists will hand them “Icing” cards, which invite the customer to return to the Apple Store for future training needs.

Screen shot 2014 09 16 at 11 28 55 am


  • I don’t know if it’s going to be exactly like that in Canada for Reserve and Pick-up… Because there’s no 2nd email with a barcode… In Canada we didn’t have the personal pick-up but the Reserve and Pick-up… Not exactly the same.

    The Personal pick-up in the US, the client buy the product online (and pay for it) and choose to pick it at the store. when the product is ready, the store send an email to the client with a barcode.
    The Reserve and Pick-up is… the client reserve the product based on availability from the store and pick his preferred time slot. The client need to be at the store on time and will pay at the store.

    Voila a little of my experience as a client for Apple and an ex-employee!

  • Shane

    Wondering the same as well since I have reserve and pickup.

  • K4

    For those of you that are doing pickup in store on Friday, what time are you y’all planning on showing up?

  • Chris Zhu


  • Salinger

    I’m going at 6:00-7:00pm. I figure if I’d have chosen early morning, a) I might have been late for work if they were busy and b) I’d have done nothing all day playing with my new phone. 🙂 This way, no worries how long I have to wait and even if I get caught up in the office for a bit, I still have a bit of buffer time to make it to the Apple Store on time.

  • AEdouard

    Wondering what it’ll be like at the Carrefour Laval Apple Store. Anybody going there? When will the mall doors actually open? The stores usually open at 10 am. Will the Apple Store open earlier friday for the launch?

  • AEdouard

    Your phone is reserved dude. Isn’t that a little early? You’re guaranteed a phone. You’ll just be waiting before the store opens instead of after if you come in a little later.

    Oops. Read 4-5 AM.

  • Mike Fradette

    Gary, I have a suggestion for the website. It’d be nice if you could link the pictures so that you can click on them and open the original size.

  • Parksy

    They will open earlier. I live in London and although I’m not standing in line for this one, in the past the line has started outside and they’ve brought everyone in a few hours before the store actually opens. Expect crazyness.

  • AEdouard

    Only did it once for the 4. Wasn’t too bad, but I don’t remember the line situation too well. Since it’s a suburb Apple Store and not the flagship one I figure things will be more subdued. thx for the info.

  • Anthony

    Anybody going to the Mapleview Mall store in Burlington? Or Square One? What time?

  • Jesse

    I got mine reserved for 8-9 am but I’m still going to go in earlier. I have a feeling quite a few people reserved for the same time. Not only that but when I called in about it they still weren’t positive how its all going to unfold with the reserve and pick up in store.

  • websnap

    Same exact scenario for me too. Picked the same time, going early for the same reason. I wonder if they will still have a separate line at the initially?

  • Jesse

    Yeah I’m a little worry about how its going to play out. Usually I just come super super early just to be safe but I was hoping maybe with this reserve thing I wouldn’t have to but I don’t want to take that a chance..

  • Alex Randell

    The only thing to worry about is whether or not you’ll be late for work. Your phone is 100% going to be there for you if arrive during your allotted time.

  • Jesse

    I’m already good on that part! Booked the 19th off 2 weeks ago 🙂

  • Chris Zhu


  • websnap

    HA! Same!

    Wait, which store are you going to?

  • Jesse

    Haha only way to do it! I’m in Edmonton going to the Southgate what about you?

  • websnap

    Winnipeg – Polo Park. Good luck, hope it goes smooth for you!

  • Jesse

    Haha that’s where I got my iPhone 5s last year! But good luck to you as well!

  • websnap

    Me too, probably saw you there.