Apple has suspended retail sales of the iPhone 4S in Beijing and Shanghai after a chaotic launch at the company’s Sanlitun store in Beijing. Frustrated customers, who had waited for hours in freezing temperatures, reacted angrily when the store failed to open as planned and were told the phones would not be sold there that day.
The announcement sparked unrest in the early hours, when an Apple representative using a bullhorn informed the crowd the store would remain closed and advised everyone to leave. The crowd, already cold and hungry after long hours outdoors, became agitated. Some people began throwing eggs at the storefront and clashed with security and police officers who were called in to restore order.
Witnesses described tense moments as officers moved through the crowd to disperse people. A number of individuals were removed by police while others continued to push against barricades and security personnel. By mid-morning the situation had been brought under control and the immediate area was cordoned off. Passersby and office workers in the area took photographs showing the exterior of the Sanlitun outlet marked by egg splatters and police tape.
In a statement after the incident, Apple said it would halt in-store retail sales of the iPhone 4S in Beijing and Shanghai for the time being. The company explained the decision was made to protect the safety of customers and employees after the large crowd prevented the Sanlitun store from opening. Apple noted that the iPhone 4S remained available online and through China Unicom, one of the country’s carriers.
“The demand for iPhone 4S has been incredible, and our stores in China have already sold out,” an Apple spokeswoman said. “Unfortunately we were unable to open our store at Sanlitun due to the large crowd, and to ensure the safety of our customers and employees, iPhones will not be available in our retail stores in Beijing and Shanghai for the time being.”
China’s smartphone market is growing rapidly, and industry analysts estimate Apple holds a significant share. Gartner and other market research firms have reported that Apple represents a growing portion of smartphone sales in the region as consumer demand rises.
This event is not the first time a product launch has led to violence or disturbances at an Apple store in China. In 2011, the same Sanlitun location experienced a scuffle during an iPad 2 launch that left one person injured and a glass window broken after fights broke out among people waiting in line.
Observers say several factors contributed to the intense reaction at the Sanlitun store. Apart from strong consumer enthusiasm for new Apple devices, the later release schedule in China compared with the United States tends to build additional anticipation and media attention. Long waits in cold conditions can also elevate tensions among crowds expecting a once-in-a-season purchase.
At the same time, many commentators and local reports pointed to the organized activity of scalpers as a major driver of the unrest. Rather than ordinary customers alone, groups allegedly connected to the black market showed up in coordinated fashion to buy multiple handsets for resale at a markup. State-run Chinese media reported that up to a thousand scalpers may have been present among those gathered that morning, with identically dressed groups said to have intended to purchase batches of devices for resale.
The involvement of scalpers complicates crowd management at major product launches, because large numbers of people motivated by profit can swell lines and increase the potential for confrontation. Retailers and authorities face a difficult challenge balancing access for genuine customers, public safety, and the risk of organized resellers overwhelming supply.
Apple’s decision to suspend in-store sales in Beijing and Shanghai reflects concern for customer and staff safety and acknowledges the logistical difficulties of controlling large, high-pressure crowds. The company encouraged customers to use online channels or carrier outlets while it reviews retail policies in China. Observers expect Apple and local authorities to reassess crowd control measures and sales procedures for future launches to prevent similar incidents.
As smartphone demand continues to grow across China, managing launch events, preventing scalping operations, and maintaining public safety will remain priorities for both companies and local officials. The Sanlitun episode underlines how heated demand, logistical challenges, and organized resale networks can combine to create volatile situations during high-profile product releases.