Previously, customers who lined up to purchase a new device were given paper cards specifying the item they were planning to purchase. These cards helped stores keep track of quantities and when models were sold out. However, for the iPhone 6 launch, Apple is planning a virtual queue.
Apple will forgo the traditional paper cards and instead place customers in a virtual queue. This new system is called Reservation Pass. It will sync with Back Of House inventory information in realtime so Apple doesn’t handout too many product reservations. Customers will receive their digital reservation card via SMS or Email. A reservation allows the customer to come back at any point during the day to make their purchase. Customers could also leave line in the past but it was not encouraged since the physical card reservation system was not as accurate as the new Reservation Pass system.
The iPhone 6 will be available to pre-order on Friday, September 12th and will officially launch on Friday, September 19th. More details on specs, pricing, and availability can be found here.
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