The iPhone 4 Game -- Or, How I Am Being Manipulated By A Fruit

What can I say about Apple that hasn't already been said? That said (or not said), let me say this about that: I -- and many, many others (apparently about 600,000 others, give or take a few people in Santa Monica, maybe) are being expertly manipulated by the folks at Apple as the new iPhone 4 is about to be thrust upon us.

I managed to get my pre-order for store pick up next Thursday in before Apple and AT&T (don't get me started about AT&T. Please! I asked you not to get me started, didn't I? Well, since I started, yes, AT&T may be the dumbest phone company on the planet. This, or any other planet.) had to pretty much shut down the entire process earlier this week.

Now, I am not one of those geeks that lives and breathes Apple products (don't get me started about the Apple geeks. Please! I asked you not to get me started, didn't I? Well, since I started, yes, Apple geeks are a wonder to behold. And, when they deny being part of a cult-like club, they are lying or delusional. They are.), but since I make a living as a reporter, I wanted to "test the system."

But getting my pre-order in turned out to be only the first challenge. Actually collecting the iPhone 4 may be the next!

The first thing I noticed (well, the only thing I noticed, really) when I got my email confirmation from Apple was that it contradicted itself. On the one hand, it told me my iPhone 4 would be held in reserve at the Apple store at The Grove till the end of the business day next Thursday. But as my eyes scanned downward, I couldn't help but notice the much, much smaller print in much, much lighter ink that informed me that having a pre-order on file did not really mean that I would walk away with my new iPhone; the marvel's availability, it said, is on a first come, first serve basis!

Really?

Yes!

At least, that is what it said. So, I phoned around and chatted (after long phone line waits) with a few LA area Apple stores, including the one at The Grove where I will be headed come June 24th.

Some assured me that there would be two lines -- one for people like me with pre-orders; and, one for the great unwashed who failed to play "the Apple game." I would get my phone for sure, I was told by those stores.

But some other ones gave me a different story: They said that it was possible that unless I got there at the break of dawn (no freaking way!!!!), pre-order or no pre-order, I may not end up with my iPhone 4 till a later date.

Yikes! (Well, I was thinking of a more harsh sounding word, but Yikes will do.)

How could Apple not have anticipated all this confusion? A company smart enough to design the iPhone 4 (and its siblings) couldn't be that stupid when it comes to marketing, could it?

I doubt it. I think this is all part of the great Apple manipulation machine. They must think we all have very short memories? Maybe we do? But this sort of nonsense has happened with the release of just about all their new products of late. When the original iPhone first came out, I remember long lines at Apple stores with people being turned away after waiting for hours, only to be told the inventory had run out. Doesn't Apple have computers to figure this stuff out? Can't they buy one of their own? Maybe they are using a Dell with Vista?

Anyway, the long lines and crush of people all help fan the media coverage, which has already begun, and which will continue right through next week. Gee, even this post is sort of part of that, right?

No, I don't believe for a minute that Apple is stupid about marketing its products. Manipulative, yes; stupid, no.

Now, AT&T, on the other hand......well, don't get me started again.

Charles Feldman is a journalist, media consultant and co-author of the book, "No Time To Think-The Menace of Media Speed and the 24-hour News Cycle," He has covered police and politics in Los Angeles since 1995 and is a regular contributor of investigative reporting to KNX1070 Newsradio. He has an iPhone and hopes to get his new one next week. Keep your fingers crossed for him!