Watch: This is how Apple prepared for iPhone 8 launch day

Ever wondered how Apple prepares for an iPhone launch? Wonder no more, because there’s a ruddy video you can watch that showcases the whole affair.

Each year, Apple ships tens of millions of smartphones to customers around the world in a feat of retail logistics that would make most companies cry for their mothers.

Fortunately, Apple tends to manage the whole business of delivering incredible numbers of mobile devices to almost every country on the planet with an expected smoothness.

If you’re intrigued by the process, you’ll be glad to hear that Buzzfeed has been given behind-the-scenes access to Apple’s iPhone 8 and iPhone 8 Plus launch, which you can check out in the video below:

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The process began on September 15, when Apple engineers stayed up until around 3am to handle the turning-on of pre-orders. The video mainly focuses on Apple’s Senior VP of Retail and former Burberry CEO Angela Ahrendts, who says that “over half of orders that night come in through the Apple Store app”.

In the days before the retail release, Ahrendts tours select Apple Store locations to “pump up” the staff in time for launch day, which is presumably why Apple staffers are always so happy-clappy at every iPhone launch.

The inside look into Apple’s retail process is fairly interesting, and provides a little transparency for a company that prides itself on maintaining an air of secrecy around almost all of its operations.

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