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Apple takes click and collect approach to iPhone 5 release

27 September 2012 - 11:24 by Sarah Collinson

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The launch of a new iPhone is typically accompanied by the sight of people queuing and, in many cases, camping around the block near Apple's high street outlets, to be the first to get their hands on the device.

This certainly happened last week when the iPhone 5 went on sale across the world, although customers can now purchase a new model online and collect it from their local store, provided there is actually stock available.

This click and collect approach, which combines the convenience of safe shopping online with the immediacy of the high street, is being taken by a number of major retailers, in order to encourage people to visit bricks and mortar outlets, as well as visiting e-commerce websites.

However, Apple is hardly in need of any more promotion for its new iPhone and is taking a slightly odd approach to its click and collect service, according to PC Advisor.

Customers are able to purchase an iPhone 5 online and choose to pick it up at their nearest Apple shop, but they can only make a reservation to do so, if they buy between the hours of 10pm and 4am.

This means you will have to remember to take part in a late night bout of shopping online, if you want to avoid queues at the stores and still get your hands on an iPhone 5.

It seems that Apple is taking this approach to ensure that it actually has enough devices to go around, since opening up the click and collect service 24 hours a day, might mean that too many people place orders online and expect the stock to be in place locally.

Five million iPhone 5 handsets reportedly sold in the first three days, so those who want this hot smartphone need to act fast.