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 TMO Headlines - Updated October 20th

Thu, 6:28 PM
How to Share Notes from iBooks in iOS 11 and macOS High Sierra
Thu, 6:10 PM
CEO Satya Nadella’s Microsoft Presents New Competition for Apple
Thu, 5:45 PM
Why Does Podcasts Suddenly Have iTunes U Stuff?
Thu, 3:30 PM
Apple Opens 'New Generation' Apple Store in Chicago on Friday (Pics)
Thu, 3:06 PM
Aevena Aire Cancelled: No Flying Robot for You
Thu, 2:19 PM
ToasterFridges Yay or Nay, Attention to Detail, and Orville - Pop.0 16 [Video Podcast]
Thu, 1:53 PM
iOS 11: How to Block In-app Ratings and Reviews Requests
Thu, 1:45 PM
macOS: How to Show Full Website Address in Safari
Thu, 1:28 PM
KRACK Update and China's Apple Watch LTE Ban - TMO Daily Observations 2017-10-19
Thu, 11:57 AM
Dropshare 4 for Mac: $12.99
Thu, 10:45 AM
LEGO Women of NASA Kit Coming on Nov 1
Thu, 9:54 AM
China Shuts Down Apple Watch LTE Support Over Tracking Concerns
  • __________
  • Buy Stuff, Support TMO!
  • Podcast: Mac Geek Gab
  • Podcast: Apple Weekly Report
  • TMO on Twitter!