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Anyone who is trying to preorder an iPhone while living in the East Coast of the United States knows this frustration: being online at 3AM and in order to make sure that your phone gets delivered on day one. That usually meant waking up shortly before 3AM, commiserating with a bunch of other nerds on Twitter, and then going back to bed 30 or so minutes later.
Finally, those days are over.
For the iPhone 11 series of phones, Apple has moved the preorder to 8AM ET. East Coasters can now wake up at a normal time and West Coasters get to feel the bread.
According to a bunch of questionably sourced answers I found online
Of course, I recognize this whole thing is a little ridiculous. No one ever made you wake up at 3AM to buy a phone, which you could just get started. But for a decade now, it's been a very tough rite of passage for Apple fans – at least for the one who was not planning to wait overnight in front of an Apple Store instead.
Apple has been shifting away from those types of uncomfortable early purchase experiences in recent years. In 2015, Angela Ahrendts, the company's retailer at the time, began a new product, calling for a "significant change in mindset."
Day-one lines in front of Apple Stores have dwindled since. That may be because of steps, but it is likely because, a decade ago, a new decade is not that exciting anymore. The iPhone 11 Pro is very similar to the iPhone XS, which was very similar to the iPhone X. Radical changes are rarer, and fewer people are buying smartphones for the first time.
Apple never explained why it was opened long ago at 3AM ET, but there are some guesses: Apple's servers at once. Apple can also correct any problems before the most popular in the US, and it can get through a large number of customers before most people in the US online. (The big caveat here is that this year, they are open to this year, they are open in 30-some countries and regions right away.)
If anything, 8AM AND seems like a bad time for Apple. Employees in Cupertino may need to be at 5AM. If there are any problems, it 's likely that a lot more people are going to notice them, too.
But that's not my problem. And for anyone in Eastern Time who plans to preorder an iPhone this Friday, September 13th, that task is looking a lot more pleasant this year. At least, assuming the future does not make it even harder to place an order in the first place.
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