iPhone: Threading the needle, and the joys of restraint
Apple released the iPhone 4 on 24 June in the United Kingdom. The morning of the launch, I took a train to Victoria station and submitted a pre-order. A few days later, I returned to collect the phone and sign a new eighteen-month contract. Orange declined the contract on the basis of a nondescript, empty-box credit check. Dejected, I returned home. Determined to get ahold of the new device, I placed an order directly with Apple and forfeited the subsidized price of a contract phone. Two weeks later, the phone arrived and I made plans to return to Orange the next day to purchase a month-to-month SIM-only plan. Orange declined the second application on the same arbitrary, non-specific grounds as the first. I walked across the street and with little fanfare signed up for a plan on o2.
The resolution to own a new iPhone wasn’t entirely an effect of the massive media hype surrounding the launch. I purchased the first generation iPhone in October 2007, and used it for nearly three years. The last year of use was without mobile broadband. The product lust seemed, for once, entirely justified. The decision to upgrade came on the heels of a prolonged and unusually complex evolution of Apple, the iPhone, the iOS (as it’s now called) and the concept of mobile computing.






