Yesterday, Apple launched preorders for the iPhone 13.
I haven’t ordered a new phone in years, but I smiled when I saw that the whole Apple Store was down for hours before the launch.
Not just iPhones. Everything.
Twenty years ago I used to laugh at them – how ridiculous for a company to have to take down its whole store just to update a couple of products.
How little I knew.
They are masters of the in-breath.