Feeds

iPhone 4 fever takes hold. Again

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

The Essential Guide to IT Transformation

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.” ®

Build a business case: developing custom apps

More from The Register

next story
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
You didn't get the MeMO? Asus Pad 7 Android tab is ... not bad
Really, er, stands out among cheapie 7-inchers
Apple winks at parents: C'mon, get your kid a tweaked Macbook Pro
Cheapest models given new processors, more RAM
4K video on terrestrial TV? Not if the WRC shares frequencies to mobiles
Have your say with Ofcom now, before Freeview becomes Feeview
Leaked Windows Phone 8.1 Update specs tease details of Nokia's next mobes
New screen sizes, dual SIMs, voice over LTE, and more
YES, iPhones ARE getting slower with each new release of iOS
Old hardware doesn't get any faster with new software
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Maximize storage efficiency across the enterprise
The HP StoreOnce backup solution offers highly flexible, centrally managed, and highly efficient data protection for any enterprise.