Image courtesy of Boy Genius ReportBoy Genius Report has posted a gallery of photos showing off a brand new iPhone 3G. The gallery offers photos of the box exterior as well as several photos of the new iPhone compared to the old.
[Update] Video of the unboxing also available.
Photos mirrored below.
Macenstein has published an email from O2 sales director, Stephen Shurrock. The email is an apology for the poor service offered during O2’s pre-order fiasco earlier this week.
Shurrock goes into some detail on how O2 strengthened its online systems and tested them prior to launch:
we had invested heavily to add a huge amount of additional capacity, 250 times its normal rate, and back-up systems. We tested this carefully in advance. The massive simultaneous crush, partly created by our open and honest communications approach with the registered community, exceeded even our worst case assumptions. Demand was at 13,000 orders per second. Frankly, we have to admit we just weren’t prepared for this unprecedented level of demand. No website is.
The email continues to state that the next opportunity to purchase an iPhone 3G in the UK will be Friday morning although the director states that “it is likely that stock will be in very short supply for some weeks to come.” and “The amount of devices [per store] will vary… on average a few dozen iPhones in each”.
Full email below.
Dear Mr Haskayne
Thank you for your email. Matthew has asked me as O2 Sales Director responsible for iPhone to reply on his behalf. Up front, I would like to apologise for the disappointing and frustrating experience you had yesterday on our online shop.
At O2 we had said that we would keep all those who had registered their interest in Apple iPhone 3G up to date with the launch developments. We also used the registration data to keep Apple up to date on the phenomenal interest and to support our orders for the phones with them.
We have been working continuously with them to get as much stock for the UK as possible. Unfortunately, they have only been able to supply a small proportion of the number of phones we asked for, because they are launching simultaneously in 22 countries. We are confident that over time we will start to get sufficient volume to meet demand, but it is likely that stock will be in very short supply for some weeks to come.
We opened the online shop yesterday, having only told those who had registered that it was available, to give them a chance to be one of the first to get their hands on the iPhone. This also meant that successful orders could be delivered to customers’ homes on the same day as the retail high street launch, 11th July. To put it in context we had over 200,000 people expressing interest and only a very small proportion of that number of devices available. Faced with this dilemma, we made it clear in the communications that to be fair to all customers the orders would be managed on a first come first served basis, as stock was limited. The response was so great that the online store completely sold out of iPhones within just a few hours.
We did also take steps to ensure our own customers were not disadvantaged by providing a stock allocation for them. We took as many upgrades orders from ̘ customers as we did from the customers of all the other networks put together.
We run one of the busiest and most robust web stores in the UK. I appreciate that it is little comfort to you given your experience, but we had invested heavily to add a huge amount of additional capacity, 250 times its normal rate, and back-up systems. We tested this carefully in advance. The massive simultaneous crush, partly created by our open and honest communications approach with the registered community, exceeded even our worst case assumptions. Demand was at 13,000 orders per second. Frankly, we have to admit we just weren’t prepared for this unprecedented level of demand. No website is.
The next opportunity to get an iPhone will be when the device goes on sale in the high street on 11th July. O2 and Carphone Warehouse stores will be taking new orders and upgrade orders. Apple stores will only be taking new customer contracts. Most shops will open at 8.02am but some stores, particularly in shopping centres where early access is not possible, will open as usual from 9am. The approach on Friday will also be on a first come first served basis. The amount of devices will vary
depending on the store but will be on average a few dozen iPhones in each ̘ or CPW store. We are expecting early queues and, like the online site, are expecting to sell out very quickly. Apple stores will have more devices. We will be receiving deliveries from Apple roughly once a week for the foreseeable future but it will be several weeks before stocks increase. We will release stock updates for the online shop as they become available.
I am sorry that you haven’t been successful in getting your hands on the new iPhone and once again I would like to apologise that the experience you had wasn’t as we wanted or you deserve. All I can do is reassure you that we will continue to work closely with Apple to get as much stock as possible for the UK. We will also continue to use the principle of first come first served as stock becomes available for both online and in our stores as we feel that is the best way to be fair and equitable to the many tens of thousands of other customers also desperate to get one.
Thank you
Stephen Shurrock
Sales Director
O2
In an interview with Bloomberg Apple retail chief Ron Johnson revealed that Apple plans to setup customers with new iPhones within 15 minutes this coming Friday.
Johnson said, “Our expectation is that in 10 to 15 minutes, you’ll be set up and ready to go”, in addition the retail chief stated that each of Apple’s 185 US stores are aiming to handle around 100 customers an hour.
The plan is for 30 customers to enter the store at a time, activate their iPhones and repeat that process. Johnson was keen to stress that Apple will not be rushing to customers, “We’ll spend as long as it takes with our customers to make sure they’re happy with the phone”.
When discussing demand Johnson stated that there is “pent-up demand because we haven’t had phones for a while. Our goal is to always have enough supply for every customer”.
Apple will require a credit card and social security number so that the device can be activated immediately, this is a measure to prevent iPhones being resold overseas. Apple has no plans to sell the iPhone 3G through its online, Johnson said.
Apple has today posted guidelines on what to bring and how to get your hands on an iPhone 3G this coming Friday.
The Apple Retail Store is the perfect place to get your iPhone 3G. When you arrive, a Concierge in an orange shirt will direct you to the iPhone bay where you can take advantage of our free Personal Setup. A Specialist will help you choose an iPhone 3G, review coverage maps, select a rate plan, and — best of all — have your new iPhone 3G ready to make calls, browse the web, and receive email right on the spot.
As with in the UK, Apple notes that stock of the iPhone is limited,
iPhone 3G will be sold on a first-come, first-served basis, and sales will start at 8:00 a.m. Arrive early to get in line as daily quantities are limited by stock on hand.
In order to purchase and activate an iPhone 3G, you will need:
Apple reminds users to sync their current iPhone one last time before purchasing a new iPhone 3G.
Apple also offers advice to business customers wishing to sign-up for an iPhone 3G:
Current and new iPhone users who now receive or will receive service under a corporate account and wish to purchase iPhone 3G need to contact AT&T directly. Also, if you want your Phone to access your business email account, check with your IT manager first.
