Feeds

iPhone 4 fever takes hold. Again

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

Top 5 reasons to deploy VMware with Tegile

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.” ®

Remote control for virtualized desktops

More from The Register

next story
All aboard the Poo Bus! Ding ding, route Number Two departing
Only another three days of pooing and I can have a ride!
Official: European members prefer to fondle Apple iPads
Only 7 of 50 parliamentarians plump for Samsung Galaxy S
Fujitsu CTO: We'll be 3D-printing tech execs in 15 years
Fleshy techie disses network neutrality, helmet-less motorcyclists
Space Commanders rebel as Elite:Dangerous kills offline mode
Frontier cops an epic kicking in its own forums ahead of December revival
Nexus 7 fandroids tell of salty taste after sucking on Google's Lollipop
Web giant looking into why version 5.0 of Android is crippling older slabs
Dragon Age Inquisition: Our chief weapons are...
Bioware's fantasy forces in fine fettle
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security and trust: The backbone of doing business over the internet
Explores the current state of website security and the contributions Symantec is making to help organizations protect critical data and build trust with customers.
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.