Silence Builds iPhone Mystique: Apple Isn’t Saying Much About Its New Computer-Like Cellphone As Friday Sales Debut Approaches
By Larry Rulison, Albany Times Union, N.Y.
Jun. 27–GUILDERLAND — Workers at The Apple Store at Crossgates Mall and at AT&T stores across the area are preparing for the new iPhone — the $500 cellphone Apple is launching Friday. But good luck getting anyone to talk about it until then.
Apple has created a wall of silence that is only helping to stir the mystique of Apple CEO Steve Jobs’ biggest product launch since the iPod was introduced in 2001.
On Tuesday, employees at the local stores offered little or no information to a reporter about the iPhone in what appears to be a well-orchestrated marketing campaign.
“We can’t say anything,” said one tight-lipped Apple employee. Another, named Christopher, simply raised his hands in resignation when asked if the store had any of the iPhones already in stock.
Like other cellphones currently on the market, the iPhone allows users to access the Internet and their e-mail as well as make phone calls and listen to music. But the iPhone has a built-in iPod and a unique touch screen that makes it more like a pocket computer than a cellphone.
At the AT&T store in Glenmont, an employee named Leigh directed a reporter to read a sign that said the store would be closing at 4:30 p.m. Friday and would open again at 6 p.m. to start selling the iPhone.
“The only information that we’re giving out is what’s on the door,” she said. “They’re not giving any information out. I really don’t have anything else.”
Officials at Apple’s corporate offices would not respond to questions from the Times Union about the product’s launch in the Capital Region.
Mark Siegel, an AT&T spokesman, declined to say how many iPhones were being shipped to the seven Capital Region retail outlets — including three at Crossgates Mall — where the new device will be sold.
He also would not say how many phones are expected to be sold locally or whether enough will be stocked to meet anticipated demand.
“We are expecting demand everywhere,” Siegel said. “We’re prepared for a high level of interest.”
Voice-mail systems at AT&T stores in the Capital Region tell callers to expect “extended wait times” to buy iPhones, and suggested customers who want to buy other products visit the stores earlier in the day.
On Tuesday, visitors to the Crossgates Apple store were greeted with two large reproductions of the iPhone device, and employees were wearing black shirts announcing Friday as the big day.
Local shoppers at the store, though, said they weren’t planning to wait in line for the first iPhones, like some people already are doing in New York City.
Chelsea Coyle of Clifton Park, who was leaving the store with her mother, Ellen, said she would love to own one but wouldn’t buy it anytime soon, especially because of the high cost.
“They would probably make it a little better in the next few months,” she said.
Rebecca Gold of Saratoga Springs also isn’t going to buy one.
“They look pretty complicated,” she said. “But Apple always comes out with pretty cool stuff.”
Jim Cummings of Rotterdam, who was at the store to get his iPod fixed, said he wouldn’t buy an iPhone because he doesn’t use his cellphone a lot.
“I won’t be getting one,” he said. “That’s not me.”
AT&T’s competitors in the cellphone market are trying to capture a piece of the hype as well.
At the Sprint store at Crossgates Mall, manager Kevin Riley said the new UpStage phone, which can download music and has high-speed Internet access, is extremely popular and is “absolutely” a competitor to the iPhone. It’s priced at $99 (after a $50 rebate) with a two-year contract.
“It’s fantastic,” he said. Larry Rulison can be reached at 454-5504 or by e-mail at lrulison@timesunion.com.
What it costs
Apple Inc.’s new iPhone, which will run on AT&T’s wireless network, goes on sale at 6 p.m. Friday. Here is the pricing for the phone and the monthly service plans, which include unlimited use of e-mail and the Internet and 200 text messages. A two-year agreement with AT&T is required. Hardware:
4-gigabyte model: $499
8-gigabyte model: $599 Monthly service plan*:
450 minutes: $59.99
900 minutes: $79.99
1,350 minutes: $99.99 –Before taxes and fees; each also requires one-time $36 activation fee Source: Apple Inc. and AT&T
Where to buy it
Apple Inc.’s new iPhone goes on sale at 6 p.m. Friday. Here is a list of the localsites where they will be sold exclusively on a first-come, first-served basis: The Apple Store, Crossgates Mall, Guilderland Cingular Wireless (changing to AT&T), Crossgates Mall, Guilderland (both the store on the upper level and a kiosk on the lower level) AT&T store, 241 Route 9W, Glenmont AT&T store, 404 Balltown Road, Niskayuna AT&T store, 1762 Central Ave., Colonie AT&T store, 74 Quaker Road, Queensbury The iPhone will also be sold starting Friday through the Apple Store Web site at http://store.apple.com Source: Apple Inc. and AT&T
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Copyright (c) 2007, Albany Times Union, N.Y.
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