In 1997 when the iMac was released, just in time for the holidays, Steve Jobs cornered so much of the available air freight capacity that Compaq, a chief competitive rival, was unable to ship their own goods in time for holiday shopping. This tactic serves Apple so well that more than a year ago a spokesperson for the International Air Cargo Association said, “The new iPhone launch is going to be a massive boost to air cargo.” This proved to be accurate. When the latest iPhone 6 release took place in August, nearly all air capacity was booked for more than two weeks from China into the U.S. Final numbers are still forthcoming, but August air freight volumes increased by 20 percent. This strategy has worked for two reasons. Apple has ensured the space needed to move their product, and at the same time they effectively prevent competitors from moving their handheld devices until later in the season.