Why do people queue for hours to buy an iPhone?

Apple stores worldwide opened their doors on Friday to welcome customers purchasing the latest iPhone 18 Pro and Pro Max models. Outside the glass storefronts, some individuals had been awake since 3 a.m., receiving their new Apple devices in paper bags and being greeted by cheering crowds. These customers could be loyal Apple fans, resellers, retirees, teenagers documenting their experiences, or simply those who appreciate the sense of being applauded.

However, researchers have found that for many in these long queues, the phone itself is not the primary motivation.

Long lines preceding Apple store openings have become a common sight for new iPhone releases. Yet, if customers can conveniently order the same phone online, why do some still arrive hours early and wait in line? The answer may lie in psychological factors such as competition, social influence, scarcity, and the experience of waiting.

Psychologists and consumer researchers have observed that the act of queuing can influence how people perceive the purchase. A 2023 study published in the Journal of Retailing and Consumer Services examined why individuals join queues for newly released products. The researchers termed this phenomenon "competitive consumption." They discovered that competitive arousal can impact a person's intention to wait for a new product.

Factors contributing to this feeling include the perceived uniqueness and popularity of the product, its scarcity, the individual's desire for uniqueness, and the self-enhancement value associated with owning it. In essence, the appeal may extend beyond simply possessing the newest device; for some, being among the first to own it holds psychological value.

People are willing to forego sleep or endure uncomfortable conditions to be among the first to obtain the product, as being ahead in the queue signifies priority. This explains why lines on launch day can seem disproportionately large relative to the actual demand. While some merely wish to own an iPhone, others are driven by a desire to be early adopters, and this distinction is crucial.

Moreover, the iPhone queue itself can enhance the perceived value of the product. A 2010 study published in the Journal of Marketing Research found that people tend to perceive a product as more valuable when they observe others waiting behind them. In one experiment, the presence of more people in line increased the perceived value of the product, which also correlated with increased spending by those in the queue.

This creates a feedback loop: people queue to acquire the product, and the queue signals its desirability, making the product appear even more valuable.

The queue becomes more than just a measure of how many people are waiting; it transforms into part of the product's message. A passerby watching hundreds of individuals waiting may naturally question the reason behind the scene. Conversely, someone already in line can look around and see confirmation that others consider the product worthy of the wait.

While not every individual in an iPhone queue is influenced by these psychological factors, the research offers an explanation for why the presence of other consumers can alter perceptions of value.

Interestingly, waiting in line does not always feel like wasted time. A study conducted by Chih-Chin Liang and published in Time & Society surveyed 1,571 customers in Taiwan, including 293 people waiting to purchase newly released iPhones at Apple authorized shops during the launch of the iPhone 6s in December 2014. The iPhone group was surveyed at these stores on the first day of the sale.

Liang's research developed what she termed an "enjoyable queuing model," indicating that people's perception of waiting can be influenced by the queuing environment and the activities surrounding the wait. When the experience is more enjoyable, customers can perceive the waiting time more positively. While the study does not suggest that today's iPhone 18 buyers deliberately queue for enjoyment, it demonstrates that waiting for a product launch can be an integral part of the overall experience.