Australian Jack Cooksey was the first person in Perth to get a new iPhone, making him one of the first people in the world to get a new iPhone. So he was interviewed on TV. And it all went wrong.
Struggling with the lid of the box, and no doubt nervous at being the subject of a TV interview just for purchasing a phone, Jack applied a little too much force and saw his brand new iPhone 6 go flying out of the box and onto the concrete. The crowd's reaction says it all.
Note also perhaps the most Australian reporter I have ever seen, who even (I'm 98% sure it's her) manages to blurt out "shit!" live on camera as the phone hits the street.
Jack says the phone, amazingly, was "fine". I'm betting his next stop was somewhere that sold big, rubber cases though.