No Jet Black or iPhone 7 Plus at Apple retail launch this Friday

iPhone 7 Jet Black
iPhone 7 Jet Black

Apple has issued a statement to several media outlets, including TechCrunch, on the extremely limited availability of iPhone 7 Plus, and of Jet Black in all models, at launch this Friday:

We couldn't be happier with the initial response to iPhone 7 and iPhone 7 Plus, and we are looking forward to beginning sales through our retail stores and partners around the world.Beginning Friday, limited quantities of iPhone 7 in silver, gold, rose gold, and black will be available for walk-in customers at Apple retail stores. During the online pre-order period, initial quantities of iPhone 7 Plus in all finishes and iPhone 7 in jet black sold out and will not be available for walk-in customers. Availability at partner locations for all finishes may vary and we recommend checking directly with them.Customers can continue to order all models in all colors on We sincerely appreciate our customers' patience as we work hard to get the new iPhone into the hands of everyone who wants one as quickly as possible.

That's a stark contrast to previous years where it always seemed like Apple held some stock back from the pre-orders to ensure availability at retail. It does follow a pattern, however, of Apple de-emphasizing in-store launch in favor of the online pre-orders.

The huge lineups were great publicity for Apple and demonstrable signs of the popularity of iPhone, but they weren't a great experience for customers who had to get in line days early at times, or risk sellouts and settle for a model that wasn't exactly what they'd wanted.

Carriers and big boxes may or may not have any iPhones 7 Plus or any iPhones 7 in Jet Black, but it doesn't seem likely, and even if they do, they'll probably be extremely scarce.

Either way, if you want Jet Black or an iPhone 7 Plus for certain, you'll need to order online ASAP to get in the queue. If you want an iPhone 7 in silver, gold, rose gold, or matte black, you can still try and line up super early, or likewise order online ASAP.

Rene Ritchie

Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.

  • They either really had low expectations of the sale of this phone or they have terrible supply chain issues. Or maybe it was planned to create a sense of high demand. Either way, I was already disappointed about the lack of new features and will go with a GS7 instead this year and see what the 10th anniversary edition iPhone looks like. It will probably still be at least a couple of years behind. Sent from the iMore App
  • It's like this year after year. Personally I don't understand it. I'd think after 10 years they'd understand the demand and have enough phones to accommodate the majority.
  • I don't understand it either, it's not a good look for Apple
  • It's false demand. Pure marketing. It works though! Posted via the iMore App for Android
  • Apple just seems to slip and slip when it comes to meeting standards they set years ago.
  • I personally think it is strategy so they don't have a bunch of iPhone 7 cases lying around so in a couple years they don't make a iPhone 7 SE. The iPhone will always be popular, and the technology within it definitely sufficient over competitors, but they are also very smart in providing the right amount of stock. You're not going to intentionally upset customers by having low stock. My guess is they did a lot of research to anticipate the demand they believe would occur based on past purchases and have a plan in place to get a second batch of phones made to source the increased demand. Sent from the iMore App
  • I'm not quite sure how being purposefully low on stock is providing the right amount of stock. Maybe it's good for Apple as a business but terrible for consumers
  • All I can say is that my experience getting up in the night at 2 am to pre-order was terrible. I was successful during other launches, but this year the Apple Store via my iPad wouldn't let me order the 7 Plus as soon as I got in. I was paying in full and I do not have any carrier contract/obligations. Nevertheless, it kept saying I had made only a reservation and I would have to "follow the instructions" of a forthcoming email (which never arrived until the next day) because I needed to take care of my obligations with Sprint or pay a down payment (can't remember the exact wording). WTF?! So, now I won't get a Jet Black iPhone until November and the Matte Black comes 10/5! Very frustrating! The one area where Apple really ****** me off. Oh well....first world problems etc.
  • Same for me. I had a jet black 7 Plus on reservation and didn't get an email until the next day and it wouldn't go through! I had to order a matte black 7 instead because the Pluses were gone. I cancelled my preorder last night (would have been waiting in the store for me tomorrow) since that's not really what I wanted. I was sort of unimpressed anyway and this seals it. If I can go to the AT&T store in the morning and get a plus even in matte black, that might work out but I wonder if they will have stock???? If not, I'm going to Android with the GS7. Much better phone IMO. Sent from the iMore App
  • Sorry to hear you went through it, too. However: yeah, I was mad, but cancel for an Android device?! I'll never get THAT mad!! Ha! ;-)
  • I was already on the fence. Sent from the iMore App
  • Maybe they are first world problems but they're first world problems that can be avoided which gives people the right to complain, even if it's over a phone. It's a bad move on Apple's part
  • eBay scalpers are loving this news. I guess we'll be seeing a lot of $3000 Jet Black preorders selling soon!
  • A bunch of people were throwing a fit on social media here in Singapore today after they got notified by their telcos about not being able to get their pre-ordered sets tomorrow as promised. I was doing Nelson's "Ha Ha" the whole time while reading about it.
  • You wouldn't like it if you were in that situation and people were laughing at you…
  • I ordered my iPhone 7 plus on launch night, and was given a delivery date of September 28th. I hope that stays true:)
  • Mine was a vague - on or before September 30th....
  • This is just stupid and makes no sense, even if Apple wanted to give the perception of super high demand. You allocate X amount of units for pre-order and X amount of units for the stores. They sold out in minutes for pre-orders. Great! No problem! Good for Apple. But how can they have no units for the stores? These units should have been ear marked from the beginning. This isn't overwhelming demand. This is a major fail by apple and it shouldn't have been a surprise. Again, the pre-order rush should have nothing to do with being sold out in stores before it even goes on sale. Bad Apple.
  • Apple's been releasing iPhones for nearly a decade, the pre-order rush has nothing to do with it, they should know what they're doing by now but clearly they don't, it's disgraceful…
  • You are absolutely freaking correct. This is what exactly should have happened without question. Sent from the iMore App
  • im probably going to sound like a hater which im not but i cant belive everyone is freaking out about BLACK, remember when that was the only color iphone you could get? it was taken away for the 6 and 6S and now its the hot color?? watch them take away white for a couple yrs then bring it back as the new color, matte and glossy white oooohhhhhhh
  • It's more the fact it's the Jet black, the shiny black, someone we've not had in a while, and the one that separates itself from the list. Everyone wants to get the special one
  • This explains why the confirmation email I received at 3:08 am last Friday has a delivery date for a jet black 7Plus starting Sept. 26, not 16.
  • "but they weren't a great experience for customers who had to get in line days early at times, or risk sellouts and settle for a model that wasn't exactly what they'd wanted." Sounds like a personal problem. We are still talking about phones here. Patience goes a long way.
  • What a bunch of CRAP!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!, Apple does this almost every year, sick of it!
  • I don't recall them not supplying enough for carrier's preorders.
  • I assume you're separating pre-orders from orders on release day, or maybe this is location-specific. I'm getting a discount because my friend works at EE in the UK, but I can't pre-order with the discount so it has to be ordered tomorrow, and now it looks like I won't be getting it until November. There's definitely still a supply issue, at least in the UK for carriers
  • I preordered the 7 Plus in gold. It went on pre-order for me at 3:01 AM EDT. so I wasn't awake. I did try at 5:05 AM, did it using the Apple Store app on my iPhone 6. I even used the Apple Pay feature. The whole process took about 30 seconds. But I ran into an issue that I haven't found and answer to. With my Apple Pay setup I have my debit and credit card set up. My debit card is my default card, which always works great at grocery stores, Best Buy, Subway, etc. But when I ordered the phone using Apple Pay it used my credit card. I phoned Apple and they didn't know why that happened. Now I just have to pray that I can money onto my card in time before they ship, or I'll be over my limit. Has anyone else run into this issue?
  • Can we have a photograph of Black and Jet Black iPhones next to Space Gray and Space Black Watches? I'd like to see how similar the colors are.
  • The rose gold 7 plus must not have been popular this year. I managed to get 3 orders for the 128GB rose gold 7 plus within 30 minutes of pre-orders going live. One for delivery, one for in store pick up and one reservation. I cancelled the instore ones and my other order is being delivered tomorrow. Sent from the iMore App
  • I'm currently standing in line at an undisclosed AT&T store. They have assured me the have limited iPhone 7+'s in stock for us in line. :)
  • In about four years this is the first year I've not been able to get an iPhone on the first day. I stayed up until 2 am CST and was in the process of ordering on the Apple website and app around 2:08 and ship dates has already been pushed back and on top of that I couldn't reserve for a pickup in store. In the past I've ordered later than this on preorder day and been able to get the phone the day of availability. I don't think the demand is as high as it may seem and maybe they didn't make as many as in the past and now that a few days have passed my impulse to buy has dwindled dramatically and now I think I'll keep my 6/s plus and wait another year. Sent from the iMore App
  • Same year, same thing. First it was gold, now this. Apple is great at keeping stock low so the preorders always sell out...
  • I don't understand why some people just can't realize that Apple is selling more iPhones that it can make. It's the same story every year. Are they not tired of the "this is just marketing thing". I'm tired reading it. If they could make enough they would. Many people will not get one if they can't get it right away. They are making ten's of millions phones month prior to the the launch day. Most people can't visualize what 10 million looks like. Try to imagine 10 million people. You can't. Think about your local stadium that can hold 20k. No multiply that by bunch. It's hard. There are just too many people that want iPhone day one.
  • Dude, it's launch day and they have no product for their own stores. That's a joke and has never happened before. Posted via the iMore App for Android
  • I forgot that you work for Apple. Apple is one of the richest companies in the world, and has large stores all over the world, yet with all these resources they still can't get their stock right. The fact is they should know how many people are going to be ordering iPhones after nearly 10 years of doing this, especially the Jet Black one with it being the special color. Yes, it's the same story every year, that doesn't make it right though, Apple makes the same mistake every year and eventually some people are going to get fed up and jump ship to a manufacturer who can actually stock popular phones on release date
  • I'm impressed the 7 plus is doing so well. I thought there would be a bunch of plus users downsizing this time. I know a few people who got 6s pluses and returned them due to size. I flirted with getting the big one for a hot minute but changed my mind for SURE once I sold the 6s and down sized to an SE for the last two months. 4.7 is the perfect size to me. Anyway, Black 7 128GB will be here tomorrow, had no problems pre ordering and it's exactly the one I wanted. Sent from the iMore App
  • The plus took some getting use to. I had the original 6 plus and for the first week or two debated on if I got the wrong phone. After two years of using it, I can't go back.
  • I got the 6s Plus last year and I hate the size. I planned on down"sizing" this year, but I want the Plus' extra camera features so I ordered the Plus again. If the cameras were the exact same, I definitely would go back to the smaller size. Sent from the iMore App
  • At Apple retail, but the T-Mobile and Sprint stores all around me have jet black and matte black also... Sent from the iMore App
  • It's amazing how many people still think Apple's got this conspiracy of deliberately not making enough, or trying to create a buzz. The demand is just so high, they can't make them fast enough. Go buy your GS7 like you say and stop complaining here.
  • If Apple could build an unlimited number of iPhones in a given time as some of you seem to think, why would there even be a need for a pre-sale?