"We know that some of you feel Apple has let you down. We apologize," the company said in announcing a plan to help customers speed up their older iPhones.
Jeff Williams, the tech giant's vice president for operations, told British-based employees that Apple has done more than any other company to ensure fair and safe working conditions.
Jack Cooksey, 18, was unpacking his brand-new iPhone 6 for a local TV reporter, when he accidentally dropped it. The rest of the customers still in line groaned.