The Counterpoint team was on the ground across North America conducting store checks at Apple stores and carrier and retail locations as iPhone 17 series becomes available in store for purchase and pre-order pick-up.

1. Apple stores saw more foot traffic and longer lines for order pick-up than last year. Inventory was solid across models, colors and memory variants for pre-orders.

• However, as most of the in-store inventory was reserved for order pick-up, those wanting to purchase models as a walk-in were relegated to online ordering and longer delivery times.
• The ability to schedule pick up of preorder devices to specific times has changed the dynamic on launch day and enables Apple to better manage foot traffic instore.

1. Demand seems to favor the Pro models at launch. A recurring them each year.

• The hero color, cosmic orange is very popular and stands out, even the packaging is noticeably more prominent. Deep blue is the most popular color at launch.

1. Apple is making sure customers experience the Air while in store.

• Multiple representatives were eager to talk about the device and encouraged firsthand experience – a clever way to expose as many users as possible to the new form factor. As with other slim devices, the reduced thickness becomes truly apparent in hand.
• Demand however, seemed weak for this model at launch.
• The iPhone Air in black was noted to already show scratches in several stores visited.

1. At national retail locations, interest at the start of the day was subdued.

• However, there are some exceptions for locations where no Apple stores are close by. At a northern Colorado Best Buy location visited with the closest Apple store 45min away, store reps were so busy right at open they did not have time to stock the AirPods Pro 3, new watch lineup, or cases properly.
• BestBuy only stocks carrier locked AT&T and Verizon iPhone 17 series units, but all variants were mostly available.           

1. At carrier locations visited, foot traffic was slow to start for Verizon and AT&T – no additional launch day buzz visible aside of earlier store opening times. In many instances, displays were still being built and assembled.

• T-Mobile and Xfinity were exceptions from stores visited. Both seemed to have higher foot traffic than Verizon and AT&T.
• However, carriers often are scrambling on the first day of a new iPhone launch, having to assemble new displays and configure display units the day of. In one instance we witnessed an AT&T store still having signage up for the 16 series. A T-Mobile store had demo devices out but still needed to configure the devices for demos.
• Many carrier locations had heavy duty locks on the new iPhone 17 series which prohibit customers from picking up the new devices and trying them out first-hand. This is especially important for potential Air buyers.  The lack of ability to get a true feel of the thinness of the Air at some carrier locations may impact consumers’ purchasing decisions.

1. Costco had new Apple products ready even during the early executive hours.

• A T-Mobile kiosk visited was staffed and ready with the iPhone 17 series as well armed with additional discounts for Costco members who wished to switch.
• Unfortunately, inventory for Costco was non-existent. People purchasing from the Costco kiosk must order the phone online.
• Costco interestingly had exclusive discounts of $20 off the Apple Watch Ultra 3 and $10 off the Watch Series 11 for launch day as compared to Apple.com with the AirPods Pro 3 being sold with standard pricing.