Inside an Apple Store: product launch

McSweeney’s Internet Tendency:

Religious fervor is on my mind as I walk in the bright morning sunlight from the parking lot to my Apple Store. I pass the line of people waiting for the new iPhone, and most have been camping on that filthy walkway all week. Don’t they have jobs? Or classes? Or significant others? These hardcores wouldn’t deign to pick one up next week. They need it today. They’re in it to win it.

What’s it like to be involved in an Apple Product Launch from the POV of a store employee.



  • Moeskido

    I have strong sympathy for every retail worker who’s ever had to deal with a self-obsessed entitlement queen demanding attention.

  • Dmitri

    Wow, extremely well-written.