Apple's online store crashed under the weight of demand from eager early adopters hoping to pre-order one of the new iPhone 6 models launched this week.
The company announced it would make pre-orders available from 5pm AEST, but by 5:05pm it had began displaying "We'll be back" messages in several languages. Twitter users reported problems with sites around the world before service appeared to be restored at 5:35pm.
It is the second time this week an Apple online effort has crashed under strong demand. On Wednesday, Australian time, the live stream of the launch event was cut off momentarily until that service was restored.
Those looking to shop around for the best deal on the iPhone 6, coming September 19, will need to do a bit of legwork.
Telephone companies such as Telstra, Optus and Virgin began releasing their pricing plans only after 5pm on Friday due to the tight grip of Apple's US public relations masters who ensure all public announcements are vetted by the company.
The tech giant has traditionally ensured price consistency with its retail partners, and analysts say telcos are unlikely to discount the cost of buying a handset outright anytime soon.
Instead, retailers are competing on prepaid contracts and on service, as well as offering a range of extras such as free credit towards cancellation fees to lure customers to switch networks.
Optus released pre-order prices for the iPhone 6 16 GB, 64GB and 128 GB models. They range from a $25 monthly charge for the handset included in the $60 monthly plan, with 500MB of data included for the 16GB model (total cost of device $1440 over 24 months), to $7 monthly for the 128GB model on the most comprehensive plan at $107 per month (total cost of device over 24 months $2568).
Virgin Mobile, which uses Optus as a carrier, will be charging $25 monthly for the cheapest iPhone 6 handset included in the $55 monthly plan, with a 300MB data allowance. The same phone will cost $14 monthly on the $60 plan with 2GB of data included.
Vodafone is likely to offer a $4 per month charge for the cheapest iPhone 6 (16 GB) on a $70 monthly plan (total handset cost $1680), with a $0 cost for the handset on both the $80 and $100 monthly plans. It includes 3GB, 4GB and 6GB respectively with an extra 2GB thrown in at the $100 plan for a limited time.
Choosing the right plan would depend on consumers' individual circumstances, Telsyte managing director Foad Fadaghi said.
"If they're already on a plan or locked into paying a certain amount, they might be looking for some of these break fee options," Mr Fadaghi said.
"If they're already on prepaid they might look at purchasing a handset outright if they can afford it, or look at different payment plans. Financing might win you over."
Mr Fadaghi said due to the high upfront cost of the handsets - ranging from $869 for 16GB iPhone 6 to $1249 for the 128GB iPhone 6 Plus - paying off a new phone month by month would be attractive to many consumers.
Data included in plans was a key consideration for consumers, Mr Fadaghi said.
"One thing we can be certain of, with larger screens there's typically greater usage of visual material, browsing the internet and so on," he said. "That all requires more download traffic and gigabytes."
Earlier this week telcos launched other incentives for customers to switch providers.
From September 16, Telstra will offer customers an extra 1GB of download data or $1000 in phone calls each month if they sign a 24-month contract worth at least $70 per month.
Both Telstra and Optus are offering $200 in credit towards early exit fees and up to $250 for eligible handset trade-ins for customers looking to switch providers.
Optus has also upped the data cap on its $80-a-month plans to 5GB, and to 8GB on its $100 plans.
The heat is also on when it comes to coverage.
Telstra on Thursday said switching on 700MHz spectrum on January 1 2015 would allow it to deliver super-fast 4G to 90 per cent of Australians by February next year.
IBRS analyst Guy Cranswick said Telstra had done "extraordinarily well" versus other providers when it came to delivering premium service.
"I can't see this changing very much in the short term," Mr Cranswick said.
Optus said the launch of another satellite Friday would provide better mobile coverage and data services to people in regional and remote parts of Australia.
While Samsung has a history of discounting its handsets a few months after launch, Mr Fadaghi said Apple was unlikely to change its tack.
iPhones were once the most popular handsets in Australia, but Android-powered smartphones - such as those manufactured by Samsung, LG and HTC - have since trumped Apple.
IBRS's Guy Cranswick said it was "extremely unlikely" vendors would discount iPhone 6 handsets soon after launch.
Online electronics store Kogan has typically sold iPhone handsets at a discounted rate due to different sourcing arrangements, but while the retailer said it "fully expects to be able to continue this", the new iPhone 6 and iPhone 6 Plus handsets are currently listed on its website at the same price as on Apple's official store.
