Oh Jack. Jack Cooksey, the world's first buyer of the iPhone 6 in Perth, Australia, had a moment of personal hell when he dropped his precious purchase minutes after he held it in his hands, in front of live television, as waiting customers let out a massive groan.
Cooksey, according to media reports, had slept outside the Apple store all night to buy the first iPhone, which is priced at £500 in the UK.
"It's always best to stay calm when you're handling something fragile - as the first Perth man to buy an iPhone 6 found out this morning," a description on the '9 News Perth''s official YouTube channel read.
The horrific incident happened apparently because Cooksey's hands were shaking so much. Though the reporter interviewing her said "I don't know what to say", the man, albeit shaken, reassured the waiting crowd "It's good."