Pandemonium broke out on Sydney's George Street this morning as the highly anticipated launch of the new iPhone 15 turned into a scene of violence and disorder, forcing police to intervene.
A Queue Descends Into Chaos
What began as an orderly queue of hundreds of eager Apple fans quickly spiralled out of control. Witnesses reported a sudden surge in the crowd, leading to arguments that escalated into a full-blown physical altercation. The situation became so volatile that security guards were overwhelmed and armed police officers were called to the scene to restore order.
One shocked onlooker described the scene as a "stampede," while another said it was "absolute chaos" as people began shoving and fighting to maintain their position in the line.
Police and Security Scramble to Respond
Video footage from the event shows a large group of people engaged in a heated confrontation directly outside the store's entrance. Security personnel can be seen attempting to separate individuals as punches are thrown. The arrival of multiple police units eventually calmed the situation, but not before the disturbing incident was captured on countless phones.
The brawl highlights the intense frenzy and demand that still surrounds the launch of a new Apple product, despite the company's move towards online pre-orders.
A Stain on the Apple Experience
For many, the launch day event is a tradition, a communal experience for tech enthusiasts. Today's violence, however, stands in stark contrast to the sleek, orderly image Apple cultivates. It raises questions about crowd management for such high-demand product releases and the lengths some will go to be among the first to own the latest technology.
