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Apple's War Room

Inside Apple's War Room: How Does It Move So Many First Day Orders?

The People Behind Apple
September 22, 2017

Apple’s war room is once again celebrating the end of one of its busiest weeks of the year. It’s here where Apple successfully coordinates the shipments of its newest products on launch day. This year, ahead of today’s launch of the iPhone 8/iPhone 8 Plus, Apple Watch Series 3, and Apple TV 4K, Buzzfeed got a first-hand look at how everything works.

Everyone knows the drill. At 12:01 a.m. PDT on a Friday a few days after a heavily advertised media event, Apple begins accepting pre-orders for the company’s newest products. Seven days later, those products begin making their way to customers.

How does Apple so successfully coordinate the moving of so many products in such a short period of time? We will almost certainly never know the specifics. Nonetheless, Buzzfeed’s behind-the-scenes video can help us better fill in the blank.