The allure of being first to buy the latest iPhone
In the Philippines, there is a unique phenomenon surrounding the release of new Apple products, particularly the iPhone. Filipinos are known to be among the most enthusiastic and eager consumers of Apple products in the world, and this is evident in the lengths they go to be the first to own the latest iPhone.
Every year, as the release date of the new iPhone approaches, Filipinos can be seen lining up outside Apple stores and authorized resellers, sometimes days or even weeks in advance. These early adopters are willing to endure long queues and sleepless nights just to be among the first to get their hands on the latest device.
Strange to Some, but a Gem to Many
This “obsession” with being first may seem strange to some, but there are a number of reasons why it is so prevalent in the Philippines.
- Amazing Freebies and bigger discount: In the recent pre-order promo of Beyond the Box, the first 15 on queue received more than the PhP16,000 worth of freebies. Other resellers have done the same suprises for those bit the first bullet.
- Status symbol: In a status-conscious society like the Philippines, owning the latest iPhone is seen as a way of luxury and high stature. Being among the first to own the latest device is a way of showing others that you are successful and can afford the latest and greatest.
- Social media bragging rights: In today’s social media-driven world, being first is often seen as being better. Filipinos are quick to share their new iPhone purchases on social media, and being among the first to do so is a way of gaining likes and comments from friends and followers.
- Fear of missing out (FOMO): In a world where new products are constantly being released, there is a fear of missing out on the latest and greatest. Filipinos are quick to adopt new technologies, and they don’t want to be left behind when it comes to the latest iPhone.
The obsession with being first to buy the latest iPhone is a testament to the power of Apple’s brand in the Philippines. Apple products are seen as aspirational, and owning the latest iPhone is a way of achieving a certain level of status. While some may see this obsession as excessive, it is a reflection of the deep-seated cultural values of the Philippines.
Brand Buzz
In addition to the reasons listed above, the contest to be the first to buy the latest iPhone also creates a lot of buzz for the brand and official resellers. The long queues and media coverage surrounding the release of the new iPhone generate a lot of excitement and anticipation, which ultimately leads to increased sales.
So, while the obsession with being first to buy the latest iPhone may seem strange to some, it is a deeply ingrained cultural phenomenon in the Philippines. It is a reflection of the country’s status-conscious society and the power of Apple’s brand.
Is it newsworthy enough?
Short answer: Yes.
Long answer:
It is a sign of the iPhone’s popularity and cultural significance. The iPhone is one of the most popular and influential products in the world, and the release of a new model – especially in a local setting – is a major event. The fact that people are willing to go to such lengths to be among the first to own the latest iPhone is a testament to its popularity. I was at one of the midnight launches last night, and I genuinely saw how people got excited being the first to get their orders.
It generates excitement and anticipation for the new product. The long queues and media coverage surrounding the release of the new iPhone create a lot of buzz and excitement. This helps to generate interest in the product and encourage people to buy it. If you are a business owner of an authorized reseller, using it as a PR initiative is perfect for brand buzz.
Oh, and before I forget: this is also the first time since pandemic to have midnight launches. This is seen as “revenge” on-ground activity by Apple and authorized resellers to hype the product up with hopes to affect their overall sales.
It provides a glimpse into the latest trends in consumer behavior. The way that people behave around the release of a new iPhone can provide insights into the latest trends in consumer behavior. For example, the fact that people are willing to line up for days or even weeks to buy the latest iPhone suggests that they are increasingly willing to spend money on the latest gadgets.
In addition to these reasons, being first on line for the latest iPhone can also be seen as a form of competition. People who are able to get their hands on the latest iPhone first are often seen as being more tech-savvy or more successful than those who are not. This can lead to a sense of bragging rights or social status. This sounds a little off, but accurate nonetheless.
As a result of all of these factors, being first on line for the latest iPhone is a newsworthy event. It is a sign of the iPhone’s popularity, it generates excitement for the new product, and it provides a glimpse into the latest trends in consumer behavior.
Giancarlo Viterbo is a Filipino Technology Journalist, blogger and Editor of gadgetpilipinas.net, He is also a Geek, Dad and a Husband. He knows a lot about washing the dishes, doing some errands and following instructions from his boss on his day job. Follow him on twitter: @gianviterbo and @gadgetpilipinas.
