When every new iPhone was an event
was new, were special. 15 years ago, Steve Jobs and Apple engineered what could best be described as a hype beast of a product launch.
First, Jobs unveiled the iPhone at Macworld in January 2007, but it would be months before the iPhone would officially launch. Whether by design or necessity, that delay turned out to be the best possible way to launch what would become a technological and cultural touchstone. Anticipation for availability details and the official launch date built and built until Apple announced and, naturally, the tech media reported it.
Hype central turned out to be the one-year-old Apple Flagship Store on Fifth Ave. While I remember launch day, I don’t recall attending or even walking by. However, reports from the time described a line that literally ran down the front steps of the store and snaked around the block. There was media, and third-party companies trying to ride this cresting wave of excitement. It was pandemonium.Apple generated all this without the benefit of social media.
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