The introduction of the new iPhone may be generating excitement and questions at the Apple and Cingular stores, but it didn’t generate any literature or posters at the stores announcing the future product. With four months and 18 days left until June, it may be too early–and entirely unnecessary–to create any hype. The first significant promo for the phone will be Cingular’s rate card, showing the already-announced price of the phone, along with the monthly cost of voice and data services.
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Apple had to announce the iPhone before FCC approval, because the FCC approval process is public. If they had not introduced the iPhone, the FCC would have, in effect, announced it for them.
It is against FCC regulations to sell or to offer for sale an unapproved device for what should be obvious reasons. Announcing the iPhone at MacWorld and on the web site is okay, because they can watch what they say, and spontaneous conversations between employees and customers are not controllable.
However, if Apple hangs posters and puts out literature, that could be seen as an implicit instruction to employees to promote an unapproved device–and that is illegal.