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When the new iPhones went on sale last Friday, social media and news sites were flooded with photos and videos of the first happy owners of the new phones. Among them was also a video showing the first ever owner of the iPhone 11, who is accompanied by frenetic applause from the employees there as he leaves the Apple Store. The multi-chamber footage, the author of which is the reporter of the CNET server Daniel Van Boom, aroused intense reactions - but they were not very positive.

The footage comes from an Apple store in Sydney, Australia. A video of a young man walking out with his new iPhone 11 Pro to the applause of store employees in front of the store, posing for photographers, soon went viral. It wasn't just Twitter users, where the video first appeared, who expressed their considerable dismay at the whole process.

A user with the nickname @mediumcooI described the whole situation as "embarrassing to the entire human race", while the user @richyrich909 paused that even in 2019 the purchase of a new iPhone can be accompanied by scenes of this type. "It's just a phone," writes Claire Connelly on Twitter.

Applause and enthusiastic welcome has been a tradition for several years in Apple Stores, but it is increasingly lacking in sincerity, which is understandable. In 2018, in one of the articles in The Guardian, the term "carefully directed drama" appeared in connection with this ritual, during which the applause itself is applauded. Faced with these situations, it is not surprising that critics compare Apple to a cult. But time has already moved on, not only according to Twitter users, and many pointed out that a lot of water has already passed since 2008. Specifically, in connection with the launch of iPhone sales on Friday, many also pointed out that a climate strike was also taking place at the same time, in which 250 young people took part in, for example, Manhattan.

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