Posted: 21.06.2007 at 20.24
Rationing planned for launch of the iPhone
Stores across America are preparing for chaos ahead of next week's iPhone launch, drawing up crowd control strategies and setting limits on the number of handsets one person can buy.
As expectations surrounding the launch reach fever pitch, retailers say they are braced for record numbers wanting what one analyst describes as "the most eagerly awaited consumer technology device of the last 20 years".
Apple's foray into the competitive mobile phone market takes its first real test next Friday when consumers get their hands on the iPhone.
Whether it proves to be a worthy successor to the company's iPod, remains to be seen.
What is not in doubt, however, is the initial interest. The device - a mobile phone, web browser and digital music and video player - will be available at around 2,000 shops nationwide.
An estimated one million handsets are expected to be available in the first wave, with many stores selling out almost immediately.
''We are assuming it will generate what I describe, with some understatement, as significant demand and interest," an AT&T spokesman said on yesterday. In preparation, the company has hired 2,000 extra staff and given its employees more than 100,000 hours of training on the device.
AT&T refused to say how many handsets each store would be sent or what the limit per customer would be to stop "hoarding and re-selling". In areas likely to witness the biggest demand, the company is liaising with local police forces over crowd control.
No advance orders are being accepted and many fans are planning to camp outside shops during the days before the launch. The iPhone is expensive compared with other handsets, costing up to $599 dollars (£300).