One of the world's first iPhone buyers immediately drops the device on national television

One of the first people in the world to buy the new iPhone dropped it live on Australian TV seconds after walking out of the store.

Jack Cooksey, who'd waited overnight outside a Perth Apple store, fumbled with the box of the new iPhone 6 in front of television news cameras. As he slid the lid off, the phone flew from its case and dropped to the pavement.

The moment was captured by Channel 9's TODAY Perth and went instantly viral. The footage was replayed on broadcasts in the United Kingdom and across the United States.

A crowd of onlookers exclaimed "ohhhh," as the phone fell face first on the sidewalk. The reporter interviewing Cooksey put her back to the camera and leaned over as she appeared to laugh.

It's unclear if Cooksey's phone was damaged. He appeared to finger a crack in the glass case of the $949 phone. He told reporters afterward that he was looking forward to using the new phone.

The release of the iPhone 6 had consumers around the globe waiting in long lines to be among the first to own the phone.

In Arizona, hundreds of people camped out overnight at Apple stores in Phoenix, Glibert, Glendale and Scottsdale, turning storefronts into mini-Woodstock festivals for the technology crowd. They played games, talked about previous iPhones and compared today's crowds with those for earlier iPhone releases.

By the time stores opened doors at 8 a.m., consumers appeared exhausted but expectant.

No mishaps were reported.

But manufacturers of iPhone insurance plans seized on the Australian fumble as a marketing moment.

In a promotional e-mail Friday morning, Protect Your Bubble, a provider of protection plans and warranties for the iPhone 6 and other mobile devices, linked to video of the dropped phone.

Director of Product Development David Anderson said water and cracked cases represent the most common ways the phones are damaged. He warned that the larger size of the iPhone 6 will make it easier to drop.

"The round, non-defined edges will make it a bit harder to grasp, therefore might slip out of your hand," he said in the e-mail. "Some individuals showing off their new ion-strengthened glass screen durability may (not) realize it can still crack. ... traditional iPhone users will have to adjust their typing and keypad mannerisms, further increasing the chance for phone drops."

Apple also offers a $99 protection plan called Applecare. Anyone purchasing the iPhone 6 today should be able to purchase a plan before walking out of the store.

The plan does not offer protection from worldwide embarrassment.