iPhone 5 Frenzy: 10 Scenes From The Boston Launch

One At A Time

Avoiding the chaos of a free-for-all, Apple had customers enter the store in small groups. Upon their arrival, each shopper was greeted and led upstairs by his or her own Apple employee, where the shopping would finally ensue.

Employees greeted each customer with a smile and a handshake, before leading them through a maze of MacBooks and up the stairs.