iPhone 16 sees a cold reception, while the Pro models are popular.

On September 20, 2024, the "brand new" iPhone 16 series was officially launched.

Like previous years, the iPhone 16 adopted a pre-sale model, where consumers needed to pre-order the new iPhone online on the evening of the 18th before picking it up on the official launch day of the 20th. According to Apple, this model helps Apple better allocate inventory across stores, allowing more consumers to purchase their desired configurations on launch day.

Although the pre-order system somewhat alleviates the pressure of queues at Apple Stores, after all, under the pre-order system, stores prioritize pre-ordered customers who come to pick up their devices on the same day. Fans without a same-day pick-up code cannot buy popular phones even if they queue up. However, judging from the queueing situation Lei Feng Tech witnessed on-site, everyone underestimated the influence of the iPhone 16 Pro.

Long queues outside the experience store: both genuine customers and scalpers

The Apple Tianhuan store, where Lei Feng Tech pre-ordered, officially opens at 10 a.m. The selected pick-up time was also the first time slot at 08:00. Although Lei Feng Tech arrived 45 minutes earlier than the expected pick-up time, the long queue outside the Apple Store still surprised us. Similar to last year, long queues formed inside the mall before 8 a.m., and scalpers were also "on standby" at the store exit.

In addition to consumers showing great enthusiasm for the iPhone 16 series, the iPhone peripheral industry is also prepared for the iPhone 16 series. To meet the fast charging needs of the iPhone 16, Baseus has introduced the GaN 6 Pro GaN fast charger 45W: The charger uses the same PI chip as Apple and supports full-speed charging for the 16 Pro series. It even matches the color of the charger, truly achieving perfect compatibility. TÜV Rheinland certification ensures genuine fast charging without damaging the device.

Image source: Lei Feng Tech

Regarding data cables, Baseus's Smart Series fast charging cables also use original C ports and E-marker chips, ensuring safe and reliable high-speed charging and data transfer at every step.

Of course, as a new lifestyle digital brand chosen by 300 million users worldwide, Baseus has also launched a series of new accessories for the new iPhone. For the narrower screen bezels, Baseus has launched a new Corning series dust-proof full-screen high-definition tempered glass screen protector. The custom-made curved edges restore the curvature of the original screen, and Baseus has also improved the new generation of Dust-Free Instant Application Kit, allowing even beginners to apply the screen protector with "one click and zero skills".

In terms of protective cases, Baseus's Tianhuan series magnetic stand protective case is ultra-light and ultra-thin, with an invisible stand that cleverly combines the magnetic ring on the back of the case with a phone stand, providing a wider range of stand angles while significantly controlling the overall thickness of the case, ensuring an overall comfortable feel.

Returning to the iPhone 16, while queuing up, Lei Feng Tech also chatted with the "Apple fans" in front of us.

Xiao Cai is a college student who describes himself as a seasoned Xiaomi fan. He has never used an iPhone before but purchased the iPhone 16 Pro for video creation during his free time in his senior year. When asked "Why choose an iPhone?", Xiao Cai firmly replied with "video creation". However, when further questioned about what aspect of iPhone video shooting attracted him, Xiao Cai failed to give a precise answer, merely stating that "it's the choice of most people, and it's always right to follow the crowd as a beginner."

Image source: Lei Feng Tech

Unlike Xiao Cai, the four buyers behind Lei Feng Tech, who preferred to remain anonymous, had a very precise purchase intention: "We're here to earn pocket money."

According to them, their group of four had ordered a total of 8 iPhone 16 Pro Max devices with 512GB storage, all in the uniform color of Desert Titanium. "Based on past experience, the Pro Max models can fetch at least a 300-400 yuan markup from scalpers on launch morning. We can earn at least 3,000 yuan from our 8 devices. Where can you find a job opportunity that pays 3,000 yuan per hour?"

Soon, cheers erupted from the front of the queue, and Xiao Cai, I, and the "professional team" behind us followed the queue, taking a step towards our respective goals.

High demand for Pro and Pro Max, cold reception for iPhone 16

Apple Tianhuan implemented crowd control measures, allowing only five people into the store at a time. After entering, customers needed to wait for store staff to attend to them, creating an orderly atmosphere amidst the bustle. The pick-up process was similar to usual: present the pick-up QR code and ID, and wait for staff to retrieve the phone. While waiting, Lei Feng Tech specifically observed the models chosen by the other four customers at the same table – unsurprisingly, all were Pro series models.

In terms of models, out of the 20 consecutively retrieved phones, 14 were iPhone 16 Pro Max, 4 were iPhone 16 Pro, and only 2 were the base model iPhone 16, one of which belonged to Lei Feng Tech. The Pro series was predominantly available in Desert Titanium and Black Titanium.

Image source: Lei Feng Tech

While waiting for the phone to be retrieved, Lei Feng Tech also inquired about the stock situation of the new iPhone in the store. According to store staff, new pick-up slots for the iPhone 16 Pro and 16 Pro Max are released every morning, but they are usually snapped up within five minutes.

As for the iPhone 16? Plenty of stock, ready for immediate pick-up.

After picking up the phone, Lei Feng Tech also browsed the store. Naturally, the iPhone 16 Pro series display area was surrounded by customers eager to try out the devices. According to store staff, customers without a pick-up code can still enter the store for a hands-on experience, but since the 16 Pro quotas are tied to pre-ordered customers, these experiencers cannot take home the devices even if they place an order on the spot.

In addition to the iPhone display area, there were many potential buyers experiencing devices around the iPad Pro, Apple Watch, and even MacBook Pro display areas. The only display area left unattended on the first floor was that of the Apple Vision Pro.

Image source: Lei Feng Tech

Of course, as part of the iPhone launch, scalpers outside the Apple Store are also an essential part of Lei Feng Tech's annual launch store visits.

Based on Lei Feng Tech's on-site observations, after the first few batches of customers left the Apple Store with their devices, most headed straight to scalper gathering spots to inquire about prices. The models were generally the 512 GB and 1 TB versions of the 16 Pro and Pro Max. Lei Feng Tech also eavesdropped on the "market situation": Each 16 Pro and Pro Max device was being resold for a 300 yuan markup (400 yuan for 1 TB models), with sales prices 400 yuan above the official price (500 yuan for 1 TB models), meaning scalpers earned just 100 yuan per transaction.

Image source: Lei Feng Tech

In terms of colors, scalpers' "inventory" was dominated by Desert Titanium, with Black Titanium as a secondary option, and White Titanium generally limited to one or two devices.

As for the iPhone 16? Due to ample supply and lack of product competitiveness, the iPhone 16 "broke even" by 9 a.m., with scalpers generally quoting prices 100 yuan below the official price and 300 yuan below for 512 GB models, making it a channel for credit card interest-free installment plans and annual fee arbitrage.

By around 11 a.m., most scalpers had dispersed, leaving only a few "big scalpers" still trying to sell their devices. Some powerful scalpers with channels could even offer "trade-in" services on-site, often at more reasonable prices than Apple Stores.

Frankly, rushing to get first-batch iPhones has become a "big group activity" for scalpers, and most users who manage to snag the first batch of iPhones are motivated by the prospect of "earning pocket money." This, we believe, is why hardly any iPhone 16s were seen on launch day.

"Queuing up" does not equal sales performance; genuine Apple fans have plenty of options

In fact, starting with the iPhone 14 series, most of the new iPhones on launch day have ended up in the hands of scalpers. From a product perspective, this is obviously because the new iPhones lack sufficient competitiveness, and people see "grabbing iPhones" as a means to earn pocket money.

However, from a user's perspective, if most people are queuing up at Apple Stores just to "make a quick buck," it undoubtedly creates unnecessary difficulties for those genuinely interested in buying new iPhones.

Image source: Lei Feng Tech

If you want to buy a new iPhone as soon as possible but missed the Apple Store launch opportunity, there are still plenty of options. For example, Ele.me will support both pre-orders and on-sale purchases of the iPhone 16 this year and is already accepting full advance payments. On the day of the official launch, Ele.me customers can receive their new devices within half an hour, with customized services like installment payments, sealed packaging, and dedicated delivery. Those eager to get their hands on the new devices as soon as possible may want to keep an eye out.

Ultimately, the "break-even" of this year's iPhone 16 also reveals Apple's marketing strategy dilemma. In the past, Apple easily attracted a large number of users with its strong brand image and innovative reputation. However, as consumer brand loyalty declines and demands for practicality increase, relying solely on brand power is no longer effective. To turn around iPhone sales, Apple urgently needs to make more breakthroughs in product innovation and user experience to reignite consumer interest.

Source: Lei Feng Tech