Apple’s newest phones, the iPhone XS and iPhone XS Max, went on sale on Friday.

One way to make sure you get the latest iPhone or Apple Watch on launch day is to reserve the new phone through the Apple Store app, and then head to a physical Apple store to pick it up. Apple’s improved reservation system is one reason why Apple’s famous launch lines seemed to be shorter this year than in previous years.

One problem, though — Apple’s reservation system went down for about an hour in at least some of its retail store locations.

One reader told Business Insider that he stood in line at a location in a New Jersey mall for an hour, and an Apple employee told him that the system was down nationwide and he would have to go back on Monday.

In San Francisco, at Apple’s flagship store, by 2:18 p.m. local time, the line was moving again and employees were calling out reservation times. One employee said that the store was not planning to take any more walk-ins for the rest of the day.

Even some people who prepaid for their phones in the app said they’ve been unable to get their hands on it, according to a slew of reports on social media.


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Ahmed Rauf Essa is a business graduate from IOBM. During his education he started Telemart at the age of 23. Telemart is now considered to be among the Top 3 E-commerce companies in Pakistan and the only one to have an omnichannel presence with its retail stores & franchises across Pakistan. Ahmed Rauf Essa is the only Pakistani entrepreneur to win 7 Global & 2 National Awards at the age of 27. He has been a jury member for 9 Global Awards & was also selected as Rising Star by the world retail congress. Ahmed Rauf Essa was also featured in Forbes “30 Under 30” List 2019.