O2 warns of iPhone 3G shortage ‘for weeks to come’ in UK

O2’s early registration page for UK iPhone 3G “wasn’t just a notification service but a way of passing on demand estimates to Apple, according to O2 Sales Director Stephen Shurrock,” Aidan Malley reports for AppleInsider. “The users signed up at the site gave O2 reasons to ask for larger iPhone orders ahead of July 11th. With the number of registrants quickly spiraling out of control, however, it soon became clear that there would be many more orders than iPhones once advance purchases were an option.”

“‘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,’ Shurrock told AppleInsider. ‘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.'”

“Even with 250 times the performance capacity and backups in place, the online system collapsed after it received as many as 13,000 orders per second… Although the July 11th retail debut the next best chance to get an iPhone, each shop will have just a ‘few dozen’ phones and is likely to run out quickly; with new stock coming in only once a week, the UK company isn’t certain that it can accommodate everyone on launch,” Malley reports. “…’It is likely that stock will be in very short supply for some weeks to come,’ Shurrock says.”

More in the full article here.


  1. Demon,

    what are you talking about?

    The sales of the FIRST iPhone in the U.K. were ‘disappointing’, to use the most commonly used word (it wasn’t ‘flop’), and with the sales-statistics now available that can hardly be denied, even by you.

    Nobody has called the iPhone 3G a flop in the U.K. because none have been sold yet.

  2. That would be surprising if Apple allowed retailers to run out so quickly. They had ample supply of the first generation phone when it came out. Waiting in line turned out to be a big waste of time. The phones were available all weekend.

  3. perhaps that is why the commitment free iphone is so freaking expensive here… they dont want the brits coming and using our crap exchange rate to get their hands on an iphone any sooner than stevesy is willing to allow ” width=”19″ height=”19″ alt=”smile” style=”border:0;” />

    i love you stevesy, please dont smite me.

  4. Actually, in the subsidised version offered by 02, you’d have to be nuts to get on a plane to go to New York if that was your sole motivation.

    iPhone 3G (8GB) is free here so long as you sign up to a £45 monthly plan and 16GB is only £59.00.

    Pay £75.00 and even the 16GB is free.

    Want to actually pay for an iPhone: on the £35.00 plan, the prices are £99.00 and £159.00 for the 8GB and 16GB respectively. This equates to $195.00 and $313.00 or thereabouts – $4 less and $14 more is not a reason to get on a plane.

  5. There’s bound to be a “run on the bank, I mean Apple Stores around the world”… every Monday Morning when the re-stocking truck shows up…for God only know how long!

    It’s going to make the G1 iPhone look like a warm-up for the main event!

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