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Friday, June 8, 2007 at 12:46 pm
I remember, not too long ago, when Sony (SNE) introduced Playstation 3. The day before the launch, I was walking down Fifth Avenue in New York and saw a long line of what appeared to be homeless people, raggy and baggy and smelling of rain, huddled around the block under umbrellas, tents, makeshift lean-to’s. Turns out it wasn’t a food line, or a collection of undocumented aliens applying for amnesty. It was just folks waiting for Sony on Madison Avenue to open the next day, and the chance that they might be one of the lucky ones, the first on their block to embrace the soul of the new machine. Two young friends of mine waited in that orderly mob for an entire day back then. The store opened, and they began the slow, snaky trudge up to the front, where the glistening object awaited. As they got near the door, a big black limo with Jersey plates rolled up to the curb. A functionary in a black suit, white shirt, big flashy cufflinks got out, as a shadowy Don waited in the darkness of the long back seat. “I’ll give you each two grand for your place in line,” said the natty foot soldier. They took the money. Now you can get a Playstation 3 in any Best Buy (BBY). And I don’t want one. I mean, I want it a little. The kind of way you want a new car sometime in the future, when the need and the mood strike. But have to have it? No. This brings us back to the iPhone. There’s a launch date. I’ve seen an ad and boy, it looks so cool. You turn it on its side and the screen orientation changes automatically. You touch it and it does all kinds of neat stuff. Web. Photos. And in the end? It’s a phone. I could use a new phone. I’ve wanted one for a while. But how much do I really and truly WANT? Not enough yet. There are some negatives I’m aware of. The phone is tied to one carrier and it’s not mine. I’m loyal to my carrier. I’ve read some nasty spoilsports who say it’s a better everything-else-machine than it is an actual, you know, phone. That depressed me. I don’t like it when people harsh my growing glow. But it’s early. There are several weeks. If Apple plays its marketing plan right, if the frequency and reach of its advertising is perfect, if I receive enough positive impressions and adequate word of mouth… who knows? I will know it when it starts. It will move from mild interest to a slow, nagging burn that lodges itself in my gizzard and never departs. After a time, it will be the first or second thing I think about when I get out of bed in the morning. When I see an ad or hear about it, I will feel something missing in myself, a hole that, unlike other gaps in my karma, can be filled with a simple purchase. I will start being stimulated by pictures of the thing. So shiny. So sweet. Ooh. And then, as we get close to June 29th, I will begin to work out strategies for getting the obscure object of my desire. I will pull strings. I will call friends at Apple. If I don’t have any friends at Apple, I will attempt to make some very quickly. My mind will plot and whirl and spin and not be satisfied until I get what I crave. I hope things work out that way. I love to want things. And to get the things I want when I want them. That’s important, too. If my engine of desire does manage to lock in, strong and hot, at some point between now and June 29, I truly do hope that I manage to acquire my gizmo right then, on that date, or sometime very shortly thereafter. There’s something about seeing your true love on mass display in a store window, easily accessible to all, that takes the tang out of the act of possession, don’t you think? The internet in your pocket? Oh yeah. I want one real bad. I don’t even need a phone, but I want the iPhone. Posted By Gale, Newport Beach, CA : June 8, 2007 1:04 pm
I mean… weird article. Posted By Dave, Pittsburgh PA : June 8, 2007 1:27 pm
You’re loyal to your carrier? I’ve been with Verizon for 6 years. My calls get dropped with regularity. The connection often doesn’t occur. The quality of the connection varies often. They may have the “best” network, but the major wireless networks are not that much lesser in reliability. All of the major networks are somewhat closer in reliability than ever before and will only get similar in the future. The one improvement will be the user experience that the iPhone will bring. I had a StarTac for 2 years and I’ve been using a LG 6000 for 4 years on Verizon. I didn’t see much benefit to hassling with Treo or BlackBerrys, since my comany didn’t require me to use them. I want all of my Apple Address Book, URLs, phone numbers, notes etc. to transfer to the iPhone. Finally, I will have a minimal handheld computer. I’m 61 years old, but I impatient for June 29, 2007! Posted By James, New York NY : June 8, 2007 1:37 pm
Bing, I am so with you on this one. BTW, I still can’t get the Wii system I promised my husband I’d get him for Christmas. Even though I know it will annoy the hell out of me when the garbage is drawing flies but hubby’s only got eyes (which will be the color of the bingblog masthead from playing Halo for 10 straight hours) for the TV. I’m a sucker for a happy man. Posted By Fern, Fair Lawn, NJ : June 8, 2007 1:38 pm
There are 3 million iPhones available on the June 29th launch day (US Only). At the high price of the device it’s likely that this will not sell out on day one. Those that need it or can afford one are likely to get one. Posted By iCommit, Campbell, CA : June 8, 2007 2:03 pm
Harsh is not a verb. Posted By Anonymous : June 8, 2007 2:10 pm
Don’t need a phone, I have three different moedels of Ipod… But an Iphone!!! gotta have it.. Can’t wait til June 29 Posted By Ish, Queens, NY : June 8, 2007 2:21 pm
Yeah, it’s a phone. For me that’s the bonus. I want this because it’s technology (multi-touch) has captured my imagination. It will be my first personal organizer because FINALLY someone has designed a hand held device that I want. Posted By Doug, Tracy CA : June 8, 2007 2:22 pm
The IPHONE is the most revolutionary technological device of its kind to hit the market. Apple’s invention of the IPOD itself changed the way the world listens to music. With the IPHONE, we have to look forward to a phone, camera, ipod, and web access from one device with touch pad features unmatched by any other company in the industry. I too was loyal to my carrier TMobile but had so many dropped calls, switching to Cingular has made my life easier. It is easy to switch and well worth the time to do so for that reason alone. Get yourself an IPHONE, it will be awesome. Posted By Lisa Semeraro, Patchogue, NY : June 8, 2007 2:24 pm
Thanks for a clever, well-written, perceptive article. As for comment by Anonymous, It is the beauty of language that we can use it as we please. We all understood his use of “Harsh”, therefore it is acceptable. Language is a living thing, it changes. Personally – I am waiting for the device without the phone. Posted By jmmx, Portland, OR. : June 8, 2007 2:27 pm
Verbs shmerbs. Is not Anglais an evolving language? Or haven’t you yet been impacted by the blinging scintillations of popspeak? Let’s “take a look” at grammar “gone missing”, or don’t we really care when every “thank you” is answered with, “Not a problem?” Posted By John B, Laguna Beach, CA : June 8, 2007 2:33 pm
“An object in possession seldom retains the same charm that it had in pursuit.” Posted By David Askren; Houston, TX : June 8, 2007 2:34 pm
I live in Atlanta (Cingular headquarters), and my neighbor is a national sales manager. His boss had an iPhone for a couple of days and this is what I was told: 1. The user experience is completely unique and amazing. 2. There aren’t any truly revolutinary functions. Meaning, it is really just a phone, a music/video player and a way to get on the web (all which can be done from my Q). 3. The touch screen keyboard works well, but may not be suited for “power users.” 4. There will be a lot avalable on June 29. 5. It is extremely intuitive and easy to use. 6. I do not know if there were bugs, but he did say that the call quality was excellent. 7. They are expecting to sell a ton of them and Cingular (ATT) is very excited. 8. They are not being aimed at the business/corporate user. Posted By Mike, Atlanta, GA : June 8, 2007 2:35 pm
Lol…It was the same craze when Motoroal introduced Razor & its price was more than 200bux. But with in 6months of its release, every Cell phone carrier started giving it off for FREE. lol…even I have one razor V3, But mine is FREE. So this time also, Im not going to be a dumb to buy this Ipod+Phone for 500bux, will wait for a good deal. Until then I can manage with my Razor & Sansa (Sandisk music player just like Ipod). Posted By sam, Sanjose, CA : June 8, 2007 2:41 pm
I’m sure the iPhone will be very slick and it certainly has the wow factor. However, it’s really only an incremental step to what Apple should be shooting for. The small hard drive (4 or 8 Gig) is a deal killer for me. That’s nearly enough space for music, photos, etc… I will not be a buyer Posted By Ozone, San Francisco, CA : June 8, 2007 2:43 pm
Cell phones are NOT like other electronic gadgets. You have a monthly cost associated and a hefty fee for cancelling the plan. iphone will sell well but won’t be a major phenomenon (there are some ridiculous speculations that they will sell 10 million before the end of this year) and I doubt there will be a long waiting line like the playstation or wii. Cingular is the only carrier. and there are several phones with similar functionalities of iphone coming out. Apple will win customers only because of the superior software and good marketing. Posted By Ram, Tempe, AZ : June 8, 2007 2:53 pm
I have a Q phone that I got for $99 with my plan (you can get them $250 without a plan on Ebay). It plays MP3’s, videos, has great email & internet, and has an easy to use keyboard for typing and texting. I have a feeling that texting on the iPhone will be cumbersome, and one handed use will be more difficult than with a standard keyboard. Since so many phones already do all of these things, I guess I just dont get what all the fuss is about. Posted By Dan, Chicago IL : June 8, 2007 2:55 pm
Great article. Mr. Bing: I get it. Great wit and sarcasm. The article is not about the iphone per se, but a great introspective commentary. Posted By Scott, Provo Utah : June 8, 2007 2:56 pm
I need to record say at least 10 conversations with such firms who tell you that this call wll be recorded for “quality” purposes. I want to be able to saay to them that I am also recording the talk. Posted By L.J. von Blottnitz, Port Alfred, South Africa. : June 8, 2007 2:57 pm
Apple stock will be at 200 dollars a share by September I guess with this new phone. Posted By Anonymous : June 8, 2007 2:58 pm
I associate you with FORTUNE. When I was in Germany last July-Aug.-Sept.-Oct I read the clever sarcasm about how WALMART threw in the towel in Germany and withdrew ignominiously with fire sales etc. FORTUNE to my knowledge never mentioned this. The few articles smirked when WALMART slunk away. Could you ask FORTUNE about this ? Posted By L.J. von Blottnitz Port Alfred South Africa : June 8, 2007 3:08 pm
You are overlooking the fact that it’s nothing more than a $500 paperweight without the ability to do “over the air” downloads — another carrier offers that feature, in a cool MP-3 like package, for $99. He who wins the game of “easy access to new music” on a device Joe Average can afford will win this game. The iPhone units will only sell to the techno-nerds and the media hype types. Posted By Gary, Lees Summit, MO. : June 8, 2007 3:10 pm
Buy a Treo Posted By Andrew Raleigh, NC : June 8, 2007 3:15 pm
Very funny! The “mechanics of desire” worked that way for the TMX Elmos last fall, too. I agree with Gale–I’ve never wanted a “smart” phone, but I want the internet in my pocket. And I don’t mind the phone, either, though I’ve been without a mobile since last December, and living quite well without it. I’d like more than 8GB for music and videos, though. Posted By Karen, Stamford, CT : June 8, 2007 3:17 pm
Revolutionary? ROFLMAO Apple doesn’t do revolutionary. They take technology created by others and make it pretty. My crackberry works just fine and does everything the iphone does (that I would use) for a fraction of the price. I don’t need, or want an iphone. Posted By anonymous, atlanta GA : June 8, 2007 3:20 pm
The IPhone. How expensive will it be. And what will the battery life be. From what I understand, you cannot just change the battery when it dies, you need to charge it. So, you need to decide, do you want a phone or an ipod?? Posted By Liz Murphy, Bardonia NY : June 8, 2007 3:46 pm
Love that Pliny the Younger. We’re a lot like the Romans, actually. Most recently it was found that the ruling class got their water from lead pipes, as opposed to the healthy wells that the less elevated classes still used. The lead leached into the brains of the Caesars and made them nuts. What’s our excuse? Posted By thebingblog : June 8, 2007 3:56 pm
Wow I’ll get one. What a way to go Steve. Posted By Hans Lemer. Crater 1 Far side of the moon. : June 8, 2007 4:19 pm
I have a way to make Steve 50 million in ten days. How can I get to met Him. Posted By goedkendon@aol.com. : June 8, 2007 4:28 pm
APPLE’S ENTRY MARKS THE END OF THE CONSUMER ELECTRONICS INDUSTRY AS WE KNOW IT. THE SOFTWARE BEHEMOTH’S iphone WILL CHANGE THE CELLPHONE AS WE KNOW IT. IT WILL ALSO FORCE A CONSOLIDATION IN THE INDUSTRY AND CAUSE OTHERS LIKE MICROSOFT AND SUN TO STOP AND THINK OUTSIDE THE BOX. THE iPHONE WILL BE DISRUPTIVE. Dr KATCH Posted By Anonymous : June 8, 2007 4:29 pm
IM ALLREADY ON LINE ..ONLY 21 MORE DAYS AND 500 HOURS WOW ..PS I OWN THE STOCK Posted By JERRY EAST HAMPTON NY : June 8, 2007 4:34 pm
My goodness, I wish stores charged an “over the sticker” premium on newly released gizmos, like they did on the stupid PT Cruisers. These people deserve to pay for their lack of self-control, it’s just contemptible thing-ism. This behaviour is one of the culprits of market bubbles and self-inflicted Ponzi schemes. BTW, the premium funds could be donated to feed ALL the hungry people of the world for a year or maybe to detoxify old cell-phones that poison the landfills. I enjoy gadgets, but I’ll get mine on sale, thank you, when AT&T is doing a clearance of the iPhone to make room for the next senseless “wonder”. What a generation we’ve become – communication gadget commandos with nothing to say. Posted By Disgusted, Clue Town, ID : June 8, 2007 5:07 pm
Please note: your friend, daughter, son, wife or husband who works for AT&T CANNOT get you a “deal” on the iPhone. So please do not ask. Posted By Anonymous, Ft. Lauderdale, FL : June 8, 2007 5:39 pm
I need some iPorn. Posted By Sal, LA, California : June 8, 2007 5:56 pm
This whole iPhone thing is just a bunch of hype. I refuse to get one until it come with the following features: 1) Turns into a light saber. Posted By Yadgyu, Harkeyville, TX : June 8, 2007 8:43 pm
What a generation, we want the latest toy, possess it, but do we really use it to communicate love, peace, happiness??? Or do we just seek immediate gratification. Apple definitely has proved its superior marketing skills, no doubt. The user experience might be unique. But at what cost? Each individual will have to confront this question. Posted By Amit, Toronto, Ontario : June 8, 2007 9:27 pm
I think the previous two comments are both right on point, each in its own way. Yadgyu of Harkeyville, TX, shows that it is possible to confront mass culture’s infusion of desire-based marketing by batting it back with one of humanity’s oldest weapons in the fight for inner peace and equanimity: humor. The reality of a phone that turns into a light saber is only a few years away, I am sure, but until then it doesn’t hurt to make fun of the whole thing. Amit from Toronto doesn’t feel much like laughing. When you get down to the nub beneath all the hype, all the noise and innovation, there is a core beneath our culture that’s not as solid as it might be. The only thing I can suggest to Amit is to think about statues of the Buddha. In many, he is laughing. Posted By thebingblog : June 9, 2007 12:32 am
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Stanley Bing
Stanley Bing is a Fortune columnist and best-selling author of business books noted for their wisdom as well as their sharp, slightly acrid sense of humor. He is also the only writer on business and the workplace who still puts on a suit and tie and goes to do battle with the dragons that breathe fire at corporate America every day. This blog captures what remains of his brain after it has exploded in all other directions.
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Okay, now 
You need to get a life, or a good psychologist.