This morning at 10:30 a.m.

So, the first guy in line for the new iPhone arrived at 11 p.m. on Thursday—or at least that’s what he told the AT&T salesman at 2410 Mission St. when their doors opened two hours earlier than usual.

The first person in line was joined at 1 a.m. by another guy driving by who saw the short line. They must have been lonely, but it was a heck of a lot better than waiting in line at the Apple stores, where hundreds of people waited to get their iPhone 6 and 6 Plus. 

“They said they were driving by, checking out the different lines,” one clerk said.

At 4 a.m. the line at AT&T on Mission was a solid 10 or 15 people, according to the stories that those at the front of the line told the clerks who arrived at 7:30 a.m. When the doors opened at 8 a.m., 40 people were in line.

By 11 a.m. this morning, the store was nearly sold out. Nearly. There were some phones left.

Fidel, a salesman, said they had fewer 6 Plus phones, but that those were definitely more in demand. Another clerk, Joe, said that getting a phone today was a coup. Their last experience with the 5S was that customers who failed to snag one on the first day had to wait a month for a new phone.

And what did the customer who lined up at 11 p.m. get? “A 128, 6 Plus on the $200 bundle package,” said Joe. “He was happy.”

Follow Us

I’ve been a Mission resident since 1998 and a professor emeritus at Berkeley’s J-school since 2019. I got my start in newspapers at the Albuquerque Tribune in the city where I was born and raised. Like many local news outlets, The Tribune no longer exists. I left daily newspapers after working at The New York Times for the business, foreign and city desks. Lucky for all of us, it is still here.

As an old friend once pointed out, local has long been in my bones. My Master’s Project at Columbia, later published in New York Magazine, was on New York City’s experiment in community boards.

As founder and an editor at ML, I've been trying to figure out how to make my interest in local news sustainable. If Mission Local is a model, the answer might be that you - the readers - reward steady and smart content. As a thank you for that support we work every day to make our content even better.

Join the Conversation

2 Comments

  1. The bigger question for these people was what were their observations of life on Mission St. from 4am-7am? Did they ever feel in danger or threatened?

    0
    0
    votes. Sign in to vote
Leave a comment
Please keep your comments short and civil. Do not leave multiple comments under multiple names on one article. We will zap comments that fail to adhere to these short and easy-to-follow rules.

Your email address will not be published. Required fields are marked *