The first man to get his hands on an iPhone 6 accidentally dropped it on the floor moments after leaving the store.
Oh the pain. Oh the groans from the surrounding crowd. It was all for a live TV segment on Australia’s Channel 9 Today show, with the broadcaster catching him on his way out of the Perth store.
One minute he’s opening the box, delighted at the prospect of getting his hands on this brand new shiny piece of technology, the next he’s heard a crunch and is quickly having to scoop it off the floor and check the phone is still in pristine condition.
Sign up to the Radio Times newsletter for the latest TV and entertainment news