I think perhaps that the business model on which Steve Jobs bases all Apple decisions comes from Guy Debord's 'Society of the Spectacle.' Yes, he makes quality products, but emphasis is on The Sexy, and on being The First to have The Sexy.
There are ways to reduce eight-hour wait lines. Simple ways, such as those that were employed at most major booksellers for the midnight release of the last Harry Potter book. There are wristband systems, appointments, reservations, pre-ordering and online activation, overnight delivery, and any number of other ways that Apple could have altered the release of the device to shorten those first-day lines. But they didn't, because a huge part of Apple's corporate personality is that it is AWESOME, and it wants ATTENTION. Its alter-ego would be the understated Google, a company equally committed to awesomeness but with absolutely no interest in spectacle. Apples and oranges, I know, to compare a hardware company to a software company, but it's sort of relevant in this case.
I arrived at the Apple store around 4:30pm on Friday afternoon, thinking that lines would have shortened substantially since the morning rush. My dear friend Holly happened to catch me online as I was preparing to leave work to acquire said iPhone, and offered to come hang out with me while I wait, under the same delusion that the lines would be practically nonexistent. And we were dreadfully wrong. But the lines weren't SO VERY long. There were fewer than 200 people in front of me, and with Apple reportedly turning around 50 per hour, I would certainly have my phone in less than four hours. We'd be out of there by 8, and there would be PLENTY of time to go have dinner somewhere after.
Boy, were we wrong.
By 9:00 we were STARVING and about ready to faint from hunger, when Jeremy came to the rescue with Pizza! which we inhaled as though we had never seen a pizza before in our lives. By this time, we had begun to establish close bonds with our fellow queue members, which was nearly broken by our ravenous refusal to share the pizza. But we were VERY HUNGRY. And the pizza was VERY DELICIOUS.
The solidarity of spending seven hours in line with a complete stranger results in a strange kind of bond. We saw 10pm come, and go, and were within sight of the entrance to the Apple store. We were FAMILY. As 11pm approached, we passed the final twist in the queue and were let across to the short line of a dozen or so people who were to be the VERY NEXT GROUP to pass through those glass doors and hold the 3Goodness in our own hands. It was exhilarating. And Holly, who had been waiting in line with me for SEVEN HOURS with no intention of even buying an iPhone, whipped out her camera and took pictures:
Here I am with the security detail, who had been with us through the line all day, making sure no fights broke out, and that everyone knew what they needed to do to get their shiny new toys:
And here we are with our new family, Holly included (taken by the security guy in the white shirt from the previous photo):
Do you see the joy on our faces? The glee in our eyes? SO CLOSE that we could TASTE the plastic-aluminum-silicon flavor in our mouths.
SECONDS after this photo was taken, the store manager came out with another of the periodic announcements she had been making throughout the day. Would the be out of a certain size or color? Or was everything just fine? Are they closing us down at 11 as planned? Or will they keep going until each and every one of us gets the phone we so desired?
"The AT&T servers are down for the night, and we are unable to sell any more phones."
The crowd breaks out in TEARS, and anger is brewing. We are minutes from what will go down in history as the iPhone Riot of '08.
But the manager has a solution.
They have these Magic Passes. Little pieces of paper, with numbers, on which they will mark our names and our place in line and the flavour of iPhone we most desire. And with this Golden Ticket in hand, we can each return the next day to enter the Chocolate Factory without waiting in ANY LINES, and each of us will go home in a glass elevator of our own.
There were fifteen people inside the store who got the first 15 passes. Which means I was only 13 bodies from the door when we were turned away.
So Holly, Jeremy, and I went back to their place to drink bourbon and play Uno until 4 in the morning. And we slept until noon, brunched leisurely, and I took my Golden Ticket to the front of the line, and presented it to retrieve my iPhone.
And, OM3G! It is certainly every bit as awesometastic as I had hoped. But next time, I'll be waiting two or three days to avoid the spectacle.