The first person to buy an iPhone 6 in Perth, Australia, immediately dropped it onto a concrete floor on live TV.
Early adopter Jack Cooksey was being interviewed outside Perth's Apple Store by a morning television reporter, eager to show the world one of the first of the new iPhones in the wild.
But such was his excitement, he opened the box a little too vigorously, and the costly device slipped out and onto the pavement.
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It didn't seem to be damaged, and Jack said "It's all good" - but it hit the ground with such force it's hard to imagine it escaping without a scratch, at least.
Jack told the Perth Sunday Times, "I dropped it in a panic to get it open, luckily it's covered in plastic, so it's fine."
He also said he was looking forward to sitting down and playing with the new phone.
He said: "I just can't wait to open it again - and not drop it."
Perth was one of the first cities in the world to have the iPhone 6 on sale at 11pm last night, which is 8am local time.
Apple's new device hits shelves at 8am on Friday, September 19, and queues are already forming at Apple Stores across the country.
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