Apple: expect 10-15 minutes per iPhone activation; 100 customers per hour at average Apple Store

“Apple Inc. will start selling its new iPhone at 8 a.m. nationwide on July 11 and plans to activate U.S. customer accounts with AT&T Inc. within 15 minutes,” Connie Guglielmo reports for Bloomberg.

“‘Our expectation is that in 10 to 15 minutes, you’ll be set up and ready to go,’ Ron Johnson, Apple’s retail chief, said today in an interview. Apple’s more than 185 retail stores in the U.S. each aim to handle about 100 customers an hour, he said,” Guglielmo reports.

“The iPhone 3G, which works on faster third-generation wireless networks, will also go on sale in 21 other countries on July 11, including Australia, Italy and Japan,” Guglielmo reports.

“To make sure customers aren’t buying handsets to resell overseas or modify them for use on unauthorized wireless networks, Apple will require a credit card and Social Security number so the device can be activated immediately. Apple won’t offer the iPhone 3G through its online store, Johnson said,” Guglielmo reports.

“Apple stores will handle about 30 customers at a time, Johnson said. While the company will make sure the activation process is quick, he said customers won’t be rushed,” Guglielmo reports. ‘We’ll spend as long as it takes with our customers to make sure they’re happy with the phone,’ Johnson said.”

Full article here.


  1. You’d have to give your social security number to open an account with any carrier, so I don’t really see why everyone’s making such a stink about it. Yes, it was much better activating over iTunes, but still… I’ve never had a better phone, so an extra 10 minutes at the store seems nitpicky to me…

  2. That makes 3 of us. I was stoked to get the new phone. The more I hear, the more I think it’s more of a pain in the ass than it’s worth for 3g and gps. I think I’ll just keep my original iPhone and install the software update. This whole process is definitely not as cool as the original.

  3. It might be an extra ten minutes, but you have to get to the head of the line first.

    At that rate, it will take a few weeks before there is not a daily line at the Apple Store. I hope you can get into the store if you want to buy a Mac or something other than an iPhone.

    I guess the on going lines will create a good buzz…

  4. I can wait three or four weeks to get one. In fact, I can wait until the first big software bug fix comes out for iPhone 2.0… I waited this long (don’t have a 1G) so I can be patient. ” width=”19″ height=”19″ alt=”smile” style=”border:0;” />

  5. I don’t what the big deal is with people complaining about the lines. Wait a week (that is if you can, there was life before the microwave), and the lines should be almost non-existant . . . sure, supplies might be tight, but waiting one week to avoid the rush and crowd seems like it would be worth it.

  6. Jay-Z: You’d have to give your social security number to open an account with any carrier, so I don’t really see why everyone’s making such a stink about it.

    Having to submit to a credit check when you’re already a customer is insulting (and damaging to your credit score)

    Making a good product or service worse or making a convenient procedure inconvenient is among the best reasons for making a stink, especially when the process being made less convenient is the very act of SIGNING A TWO-YEAR CONTRACT to do business together.

  7. Why is it that AT&T;has to remain the exclusive carrier for the iPhone? #$%#@! open it up, already. How is iPhone going to take over the smart phone market when its leashed exclusively to these jackasses? Also, eliminating user activation was supremely stupid. Yeah, yeah, yeah–it’s part of AT&Ts;deal. Well, the deal SUCKS.

    I wish Verizon also had the iPhone, but I suppose they would want their ugly badge all over it, not too mention forcing their useless VCast crap on everyone.

    The result is that the iPhone is nowhere as near as acessible as it should be. It’s about as revolutionary as Obama, i.e., not at all.

  8. As a Brit posting from the UK, I have no idea about AT&T;’s activation fees although that, and another credit check, for people who are already customers seems a bit of a unnecessary nonsense.

    As for losing iTunes activation; that’s a pity – Apple genuinely broke new ground with that step-change and now it’s gone.

    But let’s be clear, it’s gone because people took phones that they were not supposed to and put them on networks that won’t supposed to have them.

    When I was a kid, my mum would take away stuff if I showed I couldn’t be trusted or behave responsibly – well, this is what happens when you’re a grown-up and do the same thing. Or do we really expect AT&T;/O2/Orange/etc. to subsidise phones when they’re not going to see the benefit.

  9. To those who think it is no big deal to hand out your social security number for identification purposes.

    Papers please, or as the Nazi’s used to say,”Ihre Papiere gefallen”.

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