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On Friday, iPad 2 launched in 25 countries worldwide in one of the biggest worldwide releases for an Apple product ever. Within 24 hours most countries had completely sold out of the device or had their stock drastically diminished. Similar events occurred in the US during iPad 2’s launch there 2 weeks ago.
As expected, queues outside of official Apple stores were in their thousands, with many customers waiting over 24 hours, some over 48. Other retailers faced much smaller crowds, with many customers not aware that the iPad 2 was available from other stores.
In Europe, UK newspaper The Guardian reported a significant increase in the crowd from the original iPad’s release. Many claimed they were waiting in line not only for the product but for the ‘atmosphere’ of the queue. This internationally cements Apple’s product launches as events within themselves, where customers now expect to wait in queues for hours on end.
In the days leading up to the launch, there were widespread fears over the availability of stock. Many newspapers around the globe warned customers to expect a delayed release, as happened with the original iPad and iPhone 4 in some countries. The main reason for this expected delay was stock demand in the US, with the device selling out domestically within hours of its release. Whether this demand is a deliberate ploy by Apple is certainly likely, as it has now become part of the landscape that users expect when a new device launches.
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Online, the first round of iPad 2 orders sold out within hours. The expected delivery time switched from ‘2-3 weeks’ to ‘4-6 weeks’ somewhere very early in the morning. Concerns arising from this were calmed by Apple, who claimed they expected to be able to serve those waiting in line. Most consumers walked away happy.
Worldwide, iPad 2 is now facing massive demand with an extremely limited supply, making the hype over the product all the more intense. Users wanting to buy an iPad 2 can expect to get one in approximately a month, but before that borders on the impossible. An official Apple press release states: ‘We appreciate everyone’s patience and we are working hard to build enough iPads for everyone.’
Attention in some media has now turned to some of the iPad’s rivals, with particular emphasis on the Android system. However, reviewers worldwide comprehensively suggest that the iPad 2 leaves its competition in the dust and is a pleasing upgrade from the original.
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Concerns were also raised in the days leading to the launch what effect the Japanese earthquake would have on supply. This received no comment from Apple, but they did delay the release of the device in Japan, as the country and the Japanese Apple team deal with the aftermath of the tragedy.
Apple also recently announced the third stage of its global roll-out to begin in April, with Singapore and Hong Kong being added to the list. So far, the iPad 2 is available in the USA, Australia, Austria, Belgium, Canada, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Luxembourg, Mexico, Netherlands, New Zealand, Norway, Poland, Portugal, Spain, Sweden, Switzerland and the UK.
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no ipad upto…4 weeks…hmm…