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TMO at Macworld - iPhone: Look But Don't Touch

by , 2:00 PM EST, January 10th, 2007

San Francisco, CA -- After spending an entire keynote discussing the iPhone, you'd naturally expect the product to take center stage at Apple's booth on the show floor here at the Macworld Conference and Expo. But for whatever reason -- be it limited hardware supply, incomplete software, or executive decision -- the only way to see the iPhone in person is through an inch of lucite.

The phone stands about six feet high, encased in a clear cylinder. Personnel nearby keep the case clear of fingerprints. A hundred feet away, there's a stage where booth staff repeatedly demonstrate the iPhone's key features. This space was completely packed with attendees all day Tuesday.

The fact that the iPhone isn't available for tinkering doesn't seem to bother the folks at Apple very much. They have decided to take their limited quantities of iPhones and use them for demos or extremely slick displays. The result is a sense of luxury, and of a product that is pointedly unattainable. The displays, then, fit perfectly with Apple's image as a purveyor of high-end, touchable, beautiful and lustworthy products.

In fact, the two iPhones in lucite are the only viewable instances of the product at the show, creating a sense that they are the only ones that exist in the world. If the public reaction is any indication, though, those proud and lonely iPhones will be spawning rapidly come June.

Apple's new iPhone at Macworld in San Francisco. Image Credit: John F. Braun

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Observer Comments

Show: Subjects Only | Full Comments
Close Name:Tiger Posts: 1018 Joined: 17 Jun 2003
Subject: just watch the movies

the email rocks!

http://events.apple.com.edgesuite.net/j47d52oo/event/

Close Name:Dean Lewis Posts: 162 Joined: 29 Sep 2001
Subject:

The email is slick. Very much, if not exactly like, OS X Mail. Right down to the little red circles with numbers showing new mail on the Mail icon. It looks like SMS is tied into iChat somehow, too.

According to Pogue's NYT blog, some apps on the iPhone aren't ready yet, so that's likely why they aren't letting people play with them. Too much chance of coming across an unimplemented feature and crashing the phone or something, perhaps.

Close Name:horvatic Posts: 102 Joined: 27 Jun 2003
Subject: I hope to spawn one in my house

I hope to spawn an iPhone in my house come June or August.

Close Name:Guest
Subject: iPhone, shmiphone

Web browsing (and dowloading mail) by phone is prohibitively expensive - to do so with the iPhone (due to its graphic nature) means you will have to have the "unlimited" data plan costing $45 to $60 per month (yes thats $550 t0 $700 per year). That plus the cost of this phone and the fact it is only going to be available to GSM carriers means this phone will have a tough time catching up to Blackberry and TREO much less beating them.

Close Name:hardfaught Posts: 8 Joined: 06 May 2005
Subject: no shmiphone, WIFI!

If you surf only on wifi you pay no data bills. Where I live wifi is almost every where.

Close Name:Guest
Subject:

Perhaps, but I wonder if the Wi-Fi features will allow people to use Wi-Fi for free.


Quote
Guest wrote:
Web browsing (and dowloading mail) by phone is prohibitively expensive - to do so with the iPhone (due to its graphic nature) means you will have to have the "unlimited" data plan costing $45 to $60 per month (yes thats $550 t0 $700 per year). That plus the cost of this phone and the fact it is only going to be available to GSM carriers means this phone will have a tough time catching up to Blackberry and TREO much less beating them.

Close Name:Guest
Subject: I was very impressed

I attended the show today and was very impressed both with the features of the iPhone and the physical dimensions of the display model. It is much thinner than I thought it would be.

I would have to change cell service, I will wait a while and see if other services join in

The show was packed, lots of people, lots of vendors.

Edison Carter

Close Name:gslusher Posts: 2088 Joined: 13 Nov 2002
Subject: Funny economics

Quote
Guest wrote:
Web browsing (and dowloading mail) by phone is prohibitively expensive - to do so with the iPhone (due to its graphic nature) means you will have to have the "unlimited" data plan costing $45 to $60 per month (yes thats $550 t0 $700 per year). That plus the cost of this phone and the fact it is only going to be available to GSM carriers means this phone will have a tough time catching up to Blackberry and TREO much less beating them.


How? The Treo costs the same per month. Remember that they're not aiming for the great majority of cell phone users, but the top 5% or less. For those people, $600+ per year is another business expense. It's less than a single business trip.

Another thing to consider is what this will do to the other manufacturers. The upper end users will no longer be satisfied with the user interface of the Treo and its clones. In the same way, Ford was forced to offer hybrid cars--it had to license the technology from Toyota, as it had none of its own.

Last, think about the iPod. The original 5GB iPod was $399 in 2001. At 3% average inflation, that would be $462 in current dollars. Sort of puts things in perspective, doesn't it?

Close Name:acdc1174 Posts: 723 Joined: 16 Apr 2004
Subject: Not all data plans are created equal.

Cingular has flexibility with their mobiole data plans and will likely be offering it at a modified iphone rate once these phones hit the marketplace. I left Cingular last year to get a MS Smartphone offered by Sprint. When I told them that the unlimited EVDO data from Sprint was only $15.00/month, they offered to match it. It is likely that inorder to coax over customers, they will do a special pricing deal for the iPhone customers...but time will tell. Either way, I will likely be purchasing one once the Rev B units ship. I DO wish they were offering it on Sprint's CDMA/EVDO network...MUCH faster than EDGE.

Close Name:Rainy Day Posts: 607 Joined: 07 Jun 2005
Subject: Artesians

iPhones are like women’s breasts: Revealing just a little bit, but generally keeping them put away and untouchable by the average Joe, is titillating and elevates them as objects of desire.

Close Name:Guest
Subject: @ Rainy Day

Boy, you really need to get laid.

Close Name:bweels -   TMO Forum Mod Posts: 4865 Joined: 24 Jan 2002
Subject:

Who else but Apple could release an electronic gadget that has people talking about women's breasts, spawning, and getting laid?

Close Name:Guest
Subject:

Quote
bweels wrote:
Who else but Apple could release an electronic gadget that has people talking about women's breasts, spawning, and getting laid?


HP, IBM, Sony, Fujitsu, Toshiba, Dell... just to name a few....

Close Name:Guest
Subject: Not that you would be looking.....

but that goofy looking guy with the dumbfounded expression directly behind the iPhone....that's me.... my buddy Chuck is to the left (my right).

I didn't even realize my picture was being taken, truth is we were so much in awe that camera flashes were the least noticed thing that day. The jaw-drop expression could be found on almost every face surrounding that display. Looking back at this (a month later) I am still blown away by the iPhone. It truly is an object of desire...

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