blog:What are you willing to do for an i-Phone?
Since the i-Phone announcement in January, I have received more calls about this single product that any other in my 11+ years in the wireless business. Apple has projected sales of 10 million i-Phones within the first 18 months and expects to sell 1 million devices in the first wave. They are also predicting to be sold out in all stores on the first day, which is next Friday, June 29th. Fans are expected to camp out in front of stores for days. Dont expect locals to camp out in front of the Vail Daily Building, Actives newest store in Eagle-Vail. Active and other AT&T retailers will not be carrying the new i-Phone. iPhone is being sold only at Apple’s retail stores, Apple’s website and AT&T corporate stores beginning at 6 p.m. local time across the country. Oh yes, 6 p.m., not 6am. I can see it now, an entire day of free news coverage showing folks camped out in front of Apple stores across the country. Some stores are reportedly going to close early at 5 p.m. and then re-open for i-Phone sales at 6. Steve Jobs, and the marketing department at Apple are no slouches. They know how to build up frenzy for their product. The gottahaveits are a culture of consumers that are willing to pitch tents, camp out and overpay. They want it and they want it bad. This form of marketing and distribution is all too familiar, We saw it with the X-Box 360, and even us old folks remember as far back as the days of the Cabbage Patch Dolls craze. Build a great demand and then have consumers wont think twice about the price. Yes, it is pricey. Phones are $499 with 4 gigabytes of storage or $599 with 8 GB. When the X-Box 360 launched, it sold out in hours and then was on eBay for ridiculous prices, the record was apparently $10,400. At http://www.tuaw.com/2007/06/06/what-would-you-do-for-an-iphone you can tell others what you would be willing to do for a i-Phone. The #1 item on the list at this time is Spend the night in jail with Paris Hilton. I can see it now, Mr. Ihadtohaveit comes into my store and says, Listen I paid $3000 for this phone on eBay and it doesnt even have a replaceable battery, or expandable memory or high speed data what should I do? and my answer will be, Dont worry you wont have to wait more than a few months and a newer, better, and faster model will be available just in time for Christmas. Ho Ho Ho! Anita Denboske owns Active Communications, the local Cingular/AT&T Wireless Retailer, firstname.lastname@example.org.