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PERTH, Australia (PIX11) – Apple fans have waited for hours, days, even weeks to be among the first to get their hands on the tech giant’s newest smartphone, released Friday.

But one iPhone 6 customer was a little too excited about his new toy, and dropped it immediately after opening it – on live television.

The phone fumble was shown live on an Australian news program. The tech fan opens his new smartphone to show the reporter and after struggling with the signature white box, the brand new device – which costs hundreds of dollars – right away meets the ground.

Watch the cringe-worthy moment, above – and be gentle when opening your new iPhone.