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

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.

Comments

Anti-theft feature

[linear a]

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

Digital tethering is more effective anyway

[zarmanto]

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.