Tragic: Man Drops New iPhone 6 On Sidewalk Immediately After Purchase

Oh, and it all happened on live TV.

In the most gut-wrenching story you’ll hear all day, the Australian man who was first in line to buy an iPhone 6 at Perth’s Apple Store dropped the coveted gadget immediately after purchasing it — and all on live TV.

Jack Cooksey, who’d camped out at the Apple Store all night, was reportedly revealing his new iPhone 6 on camera for Australia’s Today Show. Let’s break down the footage — which is now posted on YouTube — and have a look at what happened, shall we?

At first, the newscaster is trying to rip open Mr. Cooksey’s iPhone 6 for him, which seems kinda rude, tbh. Did she sleep on a sidewalk all night? On second thought, given what ultimately happens, perhaps she should have held on to it:

“It’s your phone, you open it,” she says, handing the phone back to Mr. Cooksey. NO PRESSURE, BUT DON’T SCREW THIS UP, JACK:

Mr. Cooksey, evidently trying to open the box as gingerly as possible, struggles to pull off the lid. Warning: the suspense is physically painful:

You know when you rip open a bag of potato chips, and they all go flying across the room? That’s exactly what happens to poor Mr. Cooksey, except with an expensive and incredibly fragile piece of technology for which he just spent a night on the street waiting. Observe this truly horrifying moment:

SO SAD:

Mr. Cooksey hastily picks up his iPhone 6 and returns it to its box. Thankfully, the phone appears to be okay. But that doesn’t stop onlookers from jeering at Mr. Cooksey in the background. Seriously — look at that woman on the right, in the orange jacket:

(Screengrab: YouTube)

The newscaster announces she’s not quite sure what to say right now — or perhaps this is just the face of a person who’s realized her video’s about to become a viral YouTube phenomenon (yep, this video already has over 100,000 views):

(Screengrab: YouTube)

Here’s the horrifying video in full:

Tragic: Man Drops New iPhone 6 On Sidewalk Immediately After Purchase