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Apple's Redesigned London Store Has Untethered iPhones (cnet.com)

Posted by msmash on from the blind-trust dept.

Apple is putting a lot of faith into its customers' hands. The company is stopping the practice of tethering iPhones to demo desks. (It's a common practice, and pretty much everyone does it for their top smartphones). From a CNET report, which describes Apple's redesigned London store: Perhaps the most interesting feature of the store is that when it opens to the public at the weekend the devices won't be tethered to the tables as they were previously, and are in other stores around the world. Apple says this is to allow people to hold them properly, try cases on them and even see how they feel in your pocket. It's a bold move, especially given the lack of visible security in the building. We couldn't spot a single CCTV camera, although any phone taken out of the store will set off an alarm. If not returned, the phones will also be rendered unusable.

17 of 76 comments (clear)

  1. Maybe because by hcs_$reboot · · Score: 2

    each and every iPhone has 3 camera on it

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    1. Re: Maybe because by Anonymous Coward · · Score: 3, Funny

      I hear they deter theft by installing an anti theft self destruct device which is accomplished by gluing a note 7 to the back.

  2. Anti-theft feature by linear+a · · Score: 5, Funny

    They're introducing the new Note 7 battery technology so the phones can be remote immolated if you carry them out.

    1. Re: Anti-theft feature by ArylAkamov · · Score: 2

      FUND IT

      To avoid legal complications, claim it is just a coincidence. Or blame Russian hackers toying with the battery firmware.

  3. They may not work as a whole... by YuppieScum · · Score: 2

    ...but what a fantastic source of free spare parts!

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    1. Re:They may not work as a whole... by ELCouz · · Score: 2

      I agree...but why risk it? Demo phone might track you as you run away. Good luck removing the battery!

  4. "We couldn't spot a single CCTV camera" by hawguy · · Score: 3, Insightful

    We couldn't spot a single CCTV camera

    That's the point -- In many stores you can't spot all of the cameras, but that doesn't mean they aren't there. The black dome that looks like it's hiding a camera might just be an empty dummy "camera".

  5. Digital tethering is more effective anyway by zarmanto · · Score: 4, Insightful

    This shouldn't be surprising, actually. The market for stolen iPhones has taken a serious hit, because of Apple's iTunes account locking policies. You steal my iPhone, I immediately lock you out of it. If I'm feeling particularly adventurous, I might even go to the trouble of tracking you down, maybe even with a police officer in tow. "Your" stolen device is not only now a brick... it's also a liability. Would-be thieves know this; they'll get at most a few hours of use out of any iPhone that they steal, and likely only a few minutes, if they set off alarms as they're stealing it from a store -- and worst case scenario, (for the thief, that is) they're also much more likely to get jail time for their crime.

    Now, contrast that with a physical tether, which can be snipped quickly and easily with the right tool. No contest.

    On the other hand, now actual potential buyers will get the sense that Apple actually wants them in the stores, wants them to feel comfortable... and of course, wants them to spend money. So for Apple, this probably all makes perfect sense.

    1. Re:Digital tethering is more effective anyway by tlhIngan · · Score: 3, Interesting

      This shouldn't be surprising, actually. The market for stolen iPhones has taken a serious hit, because of Apple's iTunes account locking policies. You steal my iPhone, I immediately lock you out of it. If I'm feeling particularly adventurous, I might even go to the trouble of tracking you down, maybe even with a police officer in tow. "Your" stolen device is not only now a brick... it's also a liability. Would-be thieves know this; they'll get at most a few hours of use out of any iPhone that they steal, and likely only a few minutes, if they set off alarms as they're stealing it from a store -- and worst case scenario, (for the thief, that is) they're also much more likely to get jail time for their crime.

      It's even worse. The version of iOS those floor phones run is NOT stock. It's a custom version that has all the demo apps built into it. As a result, the app store does not work with it (you can browse, you can download, but the apps don't work), it's likely the phone dialer itself doesn't work and many other things. Heck, perhaps the WiFi is also locked to Apple's WiFi

      And there's the Activation Lock, which will lock you out if you attempt to reflash it with the official iOS (via DFU mode, since I believe iTunes won't update it normally). So you really have a paperweight at best. Plus, I believe they auto-wipe themselves every night to clean themselves up of the day's usage.

      Honestly, it would only be good for parts.

  6. Not a problem... by QuietLagoon · · Score: 2

    Once the phone goes out of range of the store's WiFi, it turns itself into a brick.

    1. Re:Not a problem... by Anonymous Coward · · Score: 2, Insightful

      Does it matter? I am smarter than all of the schmucks at apple. By reading the summary, I can authoritatively tell you their non-tethered phone idea is poorly planned and disastrously implemented.

  7. One word by The-Ixian · · Score: 3, Funny

    Courage. /slow clap

    Bravo Apple... Bravo

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  8. First the headphone jack, now this! by chaboud · · Score: 3, Funny

    Apple just removed tethering from the iPhone! Totally ridiculous! Next they'll remove ringers, vibration, and screens, and we'll just have a black slab of glassy smooth...

    Damn.. That will probably look really fucking good... Shut up and take my money!

  9. Re:I couldn't moderate this appropriately... by halivar · · Score: 2

    The Note 7 is always flamebait.

  10. Re:Apple missed the opportunity by Carewolf · · Score: 2

    Apple missed the opportunity to provide a new anti-theft feature, and make this store setup a demonstration of their
    confidence in the new feature.

    Why would they need a new one? There is already a perfect one build into all European phones, you report it stolen and it stops working.

  11. I hope they're installing some softer floors by Powercntrl · · Score: 2

    Theft isn't the only reason Apple tethers their display phones to the tables; tethering also serves to prevent drop damage. I'd inadvertently discovered this during a visit to the local Apple store, after previously having pigged out on some greasy pizza from the mall's food court. Thanks to the security tether, the slippery wayward iPhone simply did a bungee jump out of my hand, rather than an impromptu "drop test" on Apple's slate/stone/some-sort-of-rocklike-substance floor.

    Of course, after a drop or two, the demo iPhones will finally be an accurate representation of what the phone will look like if you use it without a protective case.

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  12. Mobile Faraday cage? by Sad+Loser · · Score: 2

    I foresee a good market in mobile Faraday cages.

    While I am honoured that they try this technology in London, really Liverpool is the ne plus ultra of the retailing world challenge.

    They would need to replace all the phones every hour at the rate they will get scoused there.

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