Did you ever wonder what happens inside Apple when the Apple Store finally comes back online and new products are available to either order or pre-order? We know that we certainly have, and BuzzFeed News was able to gain access to the Apple War Room, the facility in which service is monitored when the Apple Store website and the Apple Store apps all come back online, ready for business at 12:01 on launch or pre-order day.

This time around, it was the iPhone 8, iPhone 8 Plus, Apple TV and Apple Watch Series 3 that were the stars of the show.

While BuzzFeed was not able to record inside the War Room itself, a video has been published showing other aspects of launch week as well as an interview with Apple’s head of retail Angela Ahrendts. Throughout the video, we get to see how new Apple products are shipped across the United States ahead of delivery to customers around the country as well as how Ahrendts toured Apple Stores in order to gee up teams ahead of the big launch day.

The video is clearly an interesting way to spend a few minutes, even if it is really rather short on anything new. We know that UPS shifts a lot of orders already, and anyone who works in the industry will immediately recognize a lot of nervous faces amongst system administrators as people look on in the War Room.

We may be doing Ahrendts a disservice regarding her visit to teams across Apple Stores, too, but the whole thing feels just a little too contrived to be taken seriously. Again, anyone who has worked in retail will immediately recognize senior management arriving to speak with store teams.

Cynicism aside, if you have a few minutes to kill, this video is worth a watch, if only to see boxes fall off the back of a UPS truck towards the end.

(Source: BuzzFeed News [YouTube])

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