Pessimism For iPhone Sales Process

A change in the sales contract between Apple and AT&T has raised questions about the efficiency of sales for the iPhone 3G when it first goes on sale July 11th. According to both companies, buyers will be required to select a service plan before they leave the store, including providing information to complete a credit check and port any previous telephone number to the new plan. The purchase could also include physical activation of the phone within the store. Previously, iPhone buyers simply purchased the iPhone in a box, and then had the pleasure of unboxing the phone at home, and took care of all service and activation at home using the iTunes application. AT&T has posted a Web page detailing the purchase process, and has even posted a flyer (pdf) of complicated “iReady” instructions for buyers. Apple’s retail initiative is based on “surprise and delight,” which observers feel may be impossible to fulfill if the new iPhone 3G must be unboxed in the store, and if long lines form on debut Friday.