The Mac Observer

Skip navigational links

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

Digg!

Recent Headlines - Updated March 1st

Sun,7:18 PM
MGG 542: Stick This In Your Drive & Partition It
Sat,10:30 AM
IiPhoneography 101: Tripods for Your iPhone
Fri,8:54 PM
Apple Death Knell #68: Apple’s Stock Will Collapse Because iPhone Is Too Important
7:32 PM
Last Chance: Pay What You Want for the Learn to Design Bundle
4:30 PM
What to Expect During Apple’s March 9 Media Event
1:09 PM
TMO Daily Observations 2015-02-27: Apple Watch Media Event Smackdown
11:20 AM
Ericsson Sues Apple after Failing to Reach Patent License Agreement
10:01 AM
Analyst: Apple Watch Edition to Cost $950
8:55 AM
QuickTime & Yosemite: Recording Your iPhone or iPad Screen with iOS 8
Thu,8:36 PM
Apple Opens iWork for iCloud to Everyone
7:53 PM
This Is Why You Should Set Up Philips Hue LED Smartbulbs
7:15 PM
Apple Rumored to Bring Touch ID to Macs
  • __________
  • Buy Stuff, Support TMO!
  • Podcast: Mac Geek Gab
  • Podcast: Apple Weekly Report
  • TMO on Twitter!