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.

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