Jack Cooksey has the distinction of being the first person in Perth, Australia to purchase an iPhone 6. And because Perth is 12-hours ahead of U.S. east coast time, that makes him one of the first people in the world to own the newly released device. Unfortunately, Cooksey also has the honor of being the first person in Perth to drop his new iPhone. On concrete. And captured on video.

After emerging triumphant from the Apple store with the brand new phone in-hand, surrounded by a gaggle of news cameras, and most likely jittery from caffeine and lack of sleep, Cooksey jerked a little to hard on the packaging while opening it. The $700 gadget went clattering to the ground, to the surprised shrieks of the gathered crowd.

“I dropped it in a panic to get it open,” Cooksey told Perth 9 News. “I saw it hit the floor, and I was like ‘oh, no,no,no,no’.”

Fortunately, for both Cooksey’s pocketbook and his pride, the iPhone was undamaged in the incident.

“Luckily it’s covered in plastic, so it’s fine,” Cooksey told Perth Now.

Still, Cooksey is bemused by the extent to which his story has gone viral.

“As soon as I knew I’d dropped it I thought someone was going to make a meme or something out of this but I didn’t expect it to go as big as it’s gone I mean, it’s in the UK now.”