10 minutes remaining and they have started to let the media in the store
about 100 to 150 journalists are here.
This is the first Apple event taking place in a Apple retail store
The event is starting now, is steve there?
iPhone announced for you "We picked the best one, the most poplular carrier, it's O2." iPhone will be priced 269 pounds including VAT. and yes steve is announcing.
iPhone will go on sale on November 9th.
They are showing the iPhone ads which are same as US iPhone ads but in UK english voice.
O2 CEO Matthew Key is introduced by Steve and he says " i have seen hundreds of devices every year and with in a few minutes of playing with the iPhone I knew it as a break through product." he has to say that otherwise Steve will kill him.
The phone will be sold at Carphone Warehouse, 1300 points of distribution in UK and will have unlimited data plan for 35, 45, 55 pounds. supports number transfer from your current provider to O2. and it will also have Visual voicemail.
O2 has agreement with 7500 WiFi spots in UK for iPhone and it will use the Edge network if WiFi is not there (surprise no 3G).
Steve is back on stage and its Q&A time
Why not 3G network?
Steve: "The 3G chipsets are real power hogs. Handset battery life cuts power to 2-3 hours." Yeah yeah, we've heard it before. "Our phone has a talk time of 8 hours and that's really important when you want to use your phone for internet and music. 3G needs to get back up to 5+ hours, something we think well see later next year. ... WiFi is way faster than any 3G network. Energy efficient EDGE with better, faster WiFi. That's why we chose it."
7500 hotspots in UK are they free?
Matthew: " yes and Cloud is the WiFi provider."
Is the Starbucks deal coming to UK?
Steve: " You have to ask starbucks that. they love UK."
What about iTunes activation?
Steve: " iTunes will work in UK same as US that is you can select plan and activate your phone. it also allows you to update your phone."
Whats the purple icon we saw?
Steve:"Thats iTunes WiFi store coming this month to UK."
Whats the contract length, and does unlimited usage truly mean unlimited?
Matthew:" 18 months contract. there is a limit 1,400 internet pages per day would break the deal as part of fair usage agreement."
What's the revenue sharing from data and device sales between Apple and O2?
Steve: "Unfortunately, we're not going to go into that, but good question!" Laughter. "...Sometimes you get what you pay for."
Is unlocking a concern?
Steve: "It's a constant cat and mouse game -- we have the same thing with the iPod with music." Steve looks at Matthew, "Are we the cat or mouse?" 'We have to stay one step ahead of them."
To Matthew, what do you have to do to get your network ready for the iPhone?
"We're investing in EDGE. As many people have noticed, hey I have EDGE! By launch we'll be north of 30% and build from there."
Were you aware that iPod touch was coming out when you were negotiating the iPhone deal?
Matthew: " One of the great things about working with Apple is they are always moving forward."
Steve: "Well one's a phone, and one's not. The iPod touch is training wheels for the iPhone."
How many do you hope to ship before Christmas?
Matthew: "80% of high end customers from other networks would be willing to switch carriers based on their data."
What are your plans for iPhone launch in Europe, and your reaction to upsetting other carries who feel played-off in terms of not getting this deal?
Steve: " we said we'd be in a few countries in Europe and we still plan to do that. As to the carriers we took the approach to see who would be the best fit it's like going out on a few dates before getting married. So yeah, we have a few upset girlfriends out there."
Can you be more specific about other European countries?
Steve: " We're here to talk about O2 UK, and that's all we're willing to talk about today."
Why not one single European carrier if O2 is such a good fit?
Steve: " we were faced with lots of decisions to make and we think we've made the right decisions. We certainly have with O2."
Have you thought about opening the iPhone to 3rd parties?
Steve: "Yes, we've already done that with Web 2.0. We're looking at more intimate apps. But people hold their phones to a higher standard than their PC. The more open you are, the less predictable."
900 pounds for 18 months or up to 1260 pounds. Any assurance you won't slash the price by 1/3rd?
Steve: " i don't think that's going to happen. But this is technology so you never know. We have no plans to change the pricing but we guarantee it will change in the future just like all technology products. We're working on the next iPhone and the next on after that. That's what our customers expect."
Do you feel a 2-megapixel camera would be a concern to European customers?
Steve: " No, the camera is great. More megapixels don't make a better camera."
Unlimited data package: will those go to other contracts as well?
Matthew: " On 1st October we'll be rolling those out for all customers."
Steve: "it's the future."
Thats all from UK