Why the iPhone 3G is not available

Here is what the 02 website has to say about the availability of the new iPhone 3G:

Thank you for your interest in iPhone 3G. We are experiencing unprecedented demand for the device and whilst we are confident that all customers who want iPhone 3G will get one by the end of this summer, initial supply is limited and will be for some weeks.

This is a striking statement.

First of all, they claim the demand for the device is unprecedented. This is either unremarkable - since it is a new device any demand for it at all would be without precedent - or untrue - if they are arguing that no device in the history of devices has ever experienced such demand then I refuse to believe it.

Second, it is hard to understand why the demand would have taken them by surprise. All iPhone users on the higher tarriffs are being offered the phone free of charge, while being allowed to keep their existing devices.

Wasn't it entirely predictable that all of them would apply immediately for the new phone?

And Apple have been stoking demand, emailing and texting existing users to encourage them to get the device as soon as it was available. Yet if manufacturing difficulties are responsible they would have known for months that they were encouraging customers to apply for a product that would not be available.

Clearly Apple are aware that scarcity is a powerful social influence.

Comments

[Louise]

Who cares really?

It is just another gadget..

Really no big deal.

I think there are far more important things to be thinking about and dealing with in the world than the latest Toy.

[Richard Young]

Sorry Danny - this is a bit of false step. First, demand has been astonishing by any standards. A friend of mine thought the tube system was out this morning with the queues at the bus-stop - only it was, in fact, the queue outside the O2 store before opening. Second, while there have been rumours that Apple has restricted UK supplies because Brits have a reputation for "Jailbreaking" iPhones (opening up the operating system), it would be insane to have a manufacturing facility that produced enough handsets to meet all demand on day one of sale. The economics demand that a factory tooled up to make iPhones has output over a period of time.

My iPhone is due to be delivered today, according to Carphone Warehouse's web site. And I can't wait. Hype aside, this has been and continues to be a category-defining product - so I would say "unprecedented" is on the acceptable side of hyperbole.

[David]

It's hard to believe that Apple, in their knowingly confident belief that the iPhone3G will be in huge demand across the UK and all over the world, have failed to provide enough devices to meet demand.

[whyamInotsurprised]

This is such an obvious attempt by Apple to drive up demand.

Very annoying for those who'd already decided to buy one.

[Alan]

I was, indeed in the queue for the iPhone and it was terrible. They sold around 2 in 2 hours thenbthe thing went back online and it took around 40 minutes to get all the details done and get the phone activated. After about 3 hours after the opening of the store I got it and I'm typing this on the iPhone.and I thoroughly enjoy it.