An Australian, who became the first man in the country to buy the new Apple iPhone 6, dropped his enviable purchase while taking it out of the box on live television.
Perth’s Jack Cooksey was being interviewed by a 9news channel reporter just outside the Apple store, where he had bought the phone minutes ago, when he dropped the coveted buy while trying to take it out of its cover.
The phone slipped out of his hand and landed on the concrete floor with a 'thud' and was followed by a collective sigh from the crowd gathered around him.
According to perthnow.com, Cooksey was one of the more than 200 Apple admirers who had camped outside the store since Thursday night.
The drop left Cooksey shocked and embarrassed, but according to perthnow.com, the phone is safe.
"Luckily it’s covered in plastic, so it’s fine," it quoted Cooksey as saying.
Many versions of the 'drop' have started making rounds on video sharing site YouTube and comments are flying fast and thick.
"After the famous 'apple drop' incident involving Issac Newton, comes this... [sic]," read one on YouTube.