So wait one day, get 10 million orders or whatever, call Foxconn and order 9.9 million devices. Bingo, another headline for Apple.
(Though I maybe should add that the iPhone being initially sold out might be an inevitable failure of the supply chain. It’s not like you can switch production on just like that and churn out new phones at full speed. There is some ramp-up. Add to that some pent-up demand, and iPhones being sold out quickly might be inevitable – though that does at least indicate that the new phone likely is no dud, beyond that there isn’t much information in that.)
Being (temporarily) sold out just adds to the mystique of any device. Remember, people want what they can't have. Also think of the herd mentality - if millions of people are buying this, it must be good!
I don't think it is ever Apple's strategy to sell out, but there are reasons that this is good (as well as bad, like you say).
Thomas - While the design/layout/marketing elements may not have had an effect on the loyal zealots setting their alarm clocks early, it certain did help convince those who were on the fence about the upgrade 9not saying it's right - I'm an Android/Linux user myself and will never buy into the heard mentality - but it keep making Apple money.
The key lesson here is what elements works well and how you can reapply them to other industries and products.
The only thing that will accomplish is inadvertent clicks. Are you going to sell something as expensive as an iPhone because of an inadvertent click?
I get quite annoyed if I click somewhere to gain focus or something and is taken to another page because of it. I can't imagine it doing any good and cherry picking it as good design seems quite convoluted.
I'll freely admit to:
1. Writing a best practices post on a timely subject to grab more attention. "How to create a good landing page" wouldn't do nearly as well.
2. Testing headlines to see what drives the most clicks. Although this one was my first try on Hacker News.
I'll bet over the next 6 months Apple changes the headlines on their landing pages as well.
