Apple broke a sales record for the iPhone 4 yesterday with over 600,000 registered preorders, but the success means the likelihood of a delay for the Australian launch is now even higher.
Despite the ordering process being plagued with delays and security problems, prompting an investigation by telco AT&T, Apple managed to record its highest day of sales for any iPhone handset.
But the company’s success means Australian would-be users may now have to wait even longer to get their hands on the gadget than the scheduled “late July” release.
Currently, US users can still pre-order the iPhone 4 on Apple’s website. But the shipping date has been pushed back until July 14, weeks after the original launch day slated for next Thursday, June 24.
The release even prompted Piper Jaffray analyst Gene Munster, who predicted the launch of an Apple tablet computer last year, to upgrade his sales forecast for the iPhone 4. He now expects sales of 9.5 million by the end of June 30, while he also expects the company’s share price to grow to $348.
Apple even apologised to its customers in a statement, saying it was aware of the various security problems and knows a number of users were turned away by frustrating error messages.
“Yesterday Apple and its carrier partners took pre-orders for more than 600,000 of Apple’s new iPhone 4. It was the largest number of pre-orders Apple has ever taken in a single day and was far higher than we anticipated, resulting in many order and approval system malfunctions.”
“Many customers were turned away or abandoned the process in frustration. We apologise to everyone who encountered difficulties, and hope that they will try again or visit an Apple or carrier store once the iPhone 4 is in stock.”
But the supply problems indicate the Australian launch may not go as smoothly as planned. Last year, an early rush of American buyers caused a shortage of iPhone 3GS models and some users were left wanting for weeks.
More recently, the launch of the iPad was delayed for several weeks as stock was unavailable due to unexpected demand in the US.
The 600,000 sales indicate Australian users will be lucky if the “late July” launch is met. The four major telcos carrying the iPhone in Australia were contacted for comment, but no reply was received before publication.
However, the shortage isn’t necessarily an accident. Some analysts suggest a calculated shortage of stock is one of Apple’s marketing tactics, as the company relies on customer anticipation and hype to build up sales.
Nearly all of the company’s major releases are delayed just as soon as they are launched. Some suggest Apple could be targeting international launches, as overseas buyers have weeks to read reviews and accounts of user experiences before they can get their hands on a new iPhone.
However, it is unlikely this tactic will ever be confirmed – Apple has refused to reveal any estimates of sales or demand.
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
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