Apple is the king of scarcity marketing, somehow managing to become the most valuable company on the planet while simultaneously convincing people there genuinely might not be enough iDevices to go round.
But even Apple would struggle to compete with this: over in China, the latest batch of Xiaomi M1 handsets has been released to the Android-craving masses, and all 150,000 units have sold out... in less than 13 minutes.
The official time reported for yesterday's selling spree, which kicked off at 10am local time, was 12 minutes and 41 seconds, which means an average of around 200 handsets were sold every single second.
And it's not like the Xiaomi M1 is some kind of wonder-phone, either. Sure, it's got a 1.5GHz dual-core processor, 1GB of RAM and an 8-megapixel camera and a decent near-2000mAh battery, but that hardly puts it in a class of its own or anything.
The MIUI skin on top of Android is apparently quite nice too (if you've given it a whirl yourself feel free to weigh in), but that still doesn't really explain the retail feeding frenzy.
Most impressive of all is the fact that yesterday's batch was in fact the seventh load of M1s Xiaomi has released, with the handset itself having initially launched way back in August last year.
On second thoughts, I said Apple would struggle to compete with that, but wouldn't it be great to see it try? Announce the iPhone 5, then let it be known that only 150,000 units will be made available online on launch day. Then sit back and watch the internet melt.
Via Unwired View