Moments after a man became the first individual in Perth, Australia to purchase an iPhone 6, he did something particularly embarrassing on camera — he dropped it.

Video captured the man walk out of the store and attempt to unbox his new phone on television for a reporter. However, during the unboxing process, the phone escaped and fell toward the ground.

"S***!" one person in the crowd shouted as the crowd jeered.

"All good," the man said after inspecting the iPhone to ensure it wasn't harmed.

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