Feeds

iPhone 4 fever takes hold. Again

First shipments, O2's restrictions and a cunning plan from Best Buy

3 Big data security analytics techniques

The first pre-ordered iPhone 4s are shipping, ahead of the launch on Thursday which will see O2 holding back stock for customers while Best Buy pitches pre-sales to the queue.

The first devices are being shipped to those who managed to pre-order the iPhone 4, to be in their sweaty palms by Thursday's launch. Best Buy's plans for the launch have been leaked, and indicate that even the retail giant isn't expecting to have enough stock for those queuing outside, while in the UK O2 has decided that with such limits in place existing customers should take priority.

That's in stark contrast to previous UK launches and the US situation, where network operators see the iPhone (exclusive) as a way to gain new customers. But UK operators haven't offered Apple enough this time around, so everyone will be offering the iPhone 4 on the same day and competing for stock rather than customers.

In that context it makes sense for O2 to reward existing users with access to the limited stock – at least until the end of July, by which time the situation should have improved.

Thus even Best Buy fears it won't have enough stock for everyone, and plans to sell pre-orders to those queuing outside while ensuring that those who do get Apple's latest toy leave fully equipped with every accessory they can carry.

Best Buy's plans, which were leaked to iClarified, don't involve requiring customers to buy accessories (as one Australian store tried) but note that accessories will be available and should be pushed hard.

The plan also recommends approaching those queuing outside to grab a pre-sale before the store opens, getting the customer to commit to coming back another day rather than trying elsewhere.

Basically it's another iPhone launch, with all the theatricality that entails, even if the high-fives and static grins look a little more forced each time. As Best Buy titles its launch plans - “iPhone 4. This Changes Everything. Again.” ®

SANS - Survey on application security programs

More from The Register

next story
Samsung Galaxy S5 fingerprint scanner hacked in just 4 DAYS
Sammy's newbie cooked slower than iPhone, also costs more to build
US mobile firms cave on kill switch, agree to install anti-theft code
Slow and kludgy rollout will protect corporate profits
Leaked pics show EMBIGGENED iPhone 6 screen
Fat-fingered fanbois rejoice over Chinternet snaps
Oh no, Joe: WinPhone users already griping over 8.1 mega-update
Hang on. Which bit of Developer Preview don't you understand?
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Report: Apple seeking to raise iPhone 6 price by a HUNDRED BUCKS
'Well, that 5c experiment didn't go so well – let's try the other direction'
Rounded corners? Pah! Amazon's '3D phone has eye-tracking tech'
Now THAT'S what we call a proper new feature
Feast your PUNY eyes on highest resolution phone display EVER
Too much pixel dust for your strained eyeballs to handle
Hearthstone: Heroes of Warcraft – A jolly little war for lunchtime
Free-to-play WoW turn-based game when you have 20 minutes to kill
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
prev story

Whitepapers

Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
SANS - Survey on application security programs
In this whitepaper learn about the state of application security programs and practices of 488 surveyed respondents, and discover how mature and effective these programs are.