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we watched Apple's opening sales for the iPhone 6s last fall and we looked at the last four years of foot traffic to Apple Stores and it turns out that foot traffic to Apple Stores the lift that Spike uh closely correlates to how much consumer demand there's going to be for the phone when it launches and we actually watched how many people in a 100 countries went into Apple stores in the two weeks before when you could try the new iPhone and that weekend that Friday Saturday Sunday when it goes