Behind-the-scenes at Apple’s secret pre-order ‘War Room’
BuzzFeed News has been given access to Apple’s top-secret pre-order ‘War Room’, a nondescript location in Sunnyvale, California where the Apple Retail team gather on pre-order day to prepare Apple.com and the Apple Store app for the influx in orders.
The video shows Apple’s pre-order ‘War Room’, a room filled with Apple engineers who monitor Apple.com as pre-orders went live, with engineers working in front of at least 10 TVs forming a larger display, which appears to show the system status of pre-orders in launch countries.
The video then moves on to UPS’s Worldport shipping facility in Louisville, Kentucky, a major hub for the shipment of Apple products. According to BuzzFeed, UPS have set aside time to sort just Apple deliveries, showing the products traveling along conveyor belts as the devices get ready to reach their customers.
According to Apple’s Angela Ahrendts, “Over half of the orders that night will come in through the Apple Store app.” – “We turn the whole world on at once. I think you saw the map with everything lighting up all over the world.”
As @Apple launches its new iPhone 8, Apple Watch Series 3 and Apple TV 4K, see @BuzzFeed‘s story on launch prep: https://t.co/HRrwjWO1a0 pic.twitter.com/0O7sIirB7K
— UPS Airlines (@UPSAirlines) September 22, 2017