June 7th, 2010
03:10 AM ET

Apple expected to unveil new iPhone at conference

The next-generation Apple iPhone will likely will be unveiled on Monday at the Worldwide Developers Conference in San Francisco.

In past years, Apple has used the conference's keynote presentation to announce new products, including versions of the iPhone in 2008 and 2009.

While the arrival of each new generation of the smart phone has been eagerly awaited, the anticipation was tempered this year after tech website Gizmodo published details about the new phone after paying $5,000 to get its hands on the device. The tech site said it bought it from a person who picked it up at a bar where it had been carelessly left on the floor.

The site returned the phone after Apple sent a letter asking for it.

Authorities then raided the home of the editor who published the photos.

In court documents, Apple said the theft and leak of its new iPhone prototype will have a "huge" negative effect on the company's earnings.

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Filed under: Apple • Technology
soundoff (26 Responses)
  1. Seth Robins

    I don't believe for one second the "stolen" iPhone prototype will have any sort of negative affect on Apple at all. That is pure b.s. The incident itself generated such an enormous amount of media attention it could only have salivated the mouths of those already anticipating the new phone and included the added benefit of drawing the attention of those who would not normally have followed such news by painting it in such dramatic light as it was. If anything Apple should have to pay for such awesome viral marketing, if they did not already.


    June 7, 2010 at 5:08 am | Report abuse |
    • DaMann

      Apple expects the people of earth to get worked up into a lather about their products and buy them while in a frenzy. So I'm sure the "loss" is only a perceived one. Like you said they have made more then they've lost surely with free advertising...

      June 7, 2010 at 6:12 am | Report abuse |
    • Marin Knox

      Yes, but the PR is not positive. They have been criticized (imo unjustly) for taking legal action against the people who stole their phone. And it was stolen. If you look into details about the case, the guy who sold the phone knew it was Apple's and made no attempt whatsoever to contact them. He had made a deal with Gizmodo for 10,000. with another 5,000. if it turned out to be the actual new model. And he and his partner had hid evidence at a gas station, a bush and a church. So... not so innocent.

      The damage is not just the negative pr, but also that folks probably stopped buying the present model of the iPhone waiting for the new model.

      June 7, 2010 at 6:57 am | Report abuse |
    • resq1diver

      I love idiots like this one and others that have posted about Apple. Oh yes, its apple fault, that they hired someone that isnt trustworth..its their fault that people dont respect the law, and its their fault that there are people like you that are bias and likes to promote their work on others pages. Apple is a good company with good products, and all you want to do it to get on the train cause you cant come up with better other than talking smack...LOSERS

      Back on topic, The site, Gizmodo didnt return it after Apple sent a letter,Gizmodo was blackmailing apple and apple wasnt bitting since Gizmodo was breaking the law.Gizmodo had no choice but to give it back since Apple called the cops. Gizmodo should be charged and punished.

      June 7, 2010 at 7:09 am | Report abuse |
    • DaMann

      resq1diver = classic example of neurotic fanboy or janitor that work at apple...

      June 7, 2010 at 9:17 am | Report abuse |
  2. Josh

    It will absolutely have a negative affect on the total number of the new iPhones what will be sold. If you think about it, everyone now knows what the phone will look like and some of the features that it will have. This incident downplayed the element of anticipation that Apple does deserve for creating such a superior product.

    June 7, 2010 at 5:27 am | Report abuse |
    • Izzy

      Yea, sure, that's because everybody, I mean everybody pre-orders the iPhone without checking it out before. No friends, no stores, nobody will have the phone, so you won't stand a chance to see the product. Just run and buy it.
      So seeing the phone in a friends hand is destroying the anticipation also? So I guess Apple should forbid showing the phone off in public once it comes out, since that also might take out the anticipation for others and lower sales...
      Get real man.

      June 7, 2010 at 6:15 am | Report abuse |
    • David Fitzgerald

      That's the dumbest thing I've heard in a while. How could this effect sales? Like the other guy said, you don't buy a phone without seeing it first. No one is not going to buy it just because they saw it a little early.

      June 7, 2010 at 6:54 am | Report abuse |
    • Joey The Fixer

      The Android has a bigger screen and is faster.
      You must mean superior in how it is marketed. The next gen iPhone will be made out of ice and sold exclusively to eskimos.

      June 7, 2010 at 6:55 am | Report abuse |
  3. Wayne Hallock

    I think that Apple need not worry. They'll keep creating new products. At least until Jobs is no longer there. Unlike other technology companies Apples appears not to of out-sourced their core competency which is design of these products. Unlike other companies like Dell who were so busy outsourcing everything to save money they ended up as an assembler of other people components. Hard to create new products when you're restricted to what's already on the market. (Component wise)

    June 7, 2010 at 5:33 am | Report abuse |
    • ag

      apparently you are not aware that almost all apple products are manufactured in china. how much the brain is used here doesn't help the economy.

      June 7, 2010 at 5:59 am | Report abuse |
    • Jason

      Hi Wayne,

      I forwarded your email to Steve and he said that he is not worried about it anymore after reading your insightful and encouraging words. He said he might want to bring you on as head of Understand How Outsourcing Works and maybe even head of Using Parentheses.

      June 7, 2010 at 6:20 am | Report abuse |
  4. jacksays

    Apple won't endure any negative effects whatsoever. I wouldn't put it past Steve Jobs to have orchestrated the entire thing (involving the "stolen" phones) to create more buzz around the release of the latest iPhone model.

    I'm quite disappointed in the approach Apple has taken with the iPhone (and all of the iProducts) insomuch as they've become nothing more than what they assaulted Microsoft for being: a closed environment.

    June 7, 2010 at 5:44 am | Report abuse |
  5. Blah Blah BLAH!!

    Apple losing money make's the baby Jesus cry. Apple needs to get over it, if it makes you feel any better, I'll be buying the new verison 😉

    June 7, 2010 at 5:53 am | Report abuse |
  6. Mark

    Wah wah..... all the fanboys will still buy this phone with crappy service at a premium.
    They can keep putting their heads in the sand as Chinese workers jump off the roof, slit their wrists because they have no future..... and they sure as hell can't afford what they build, which actually costs 1/6 the selling price.

    June 7, 2010 at 6:03 am | Report abuse |
  7. Blah Blah BLAH!!

    Let's say you currently have a good product on the shelve you still want to sell, but someone comes along to reveals a better one you're in the making... Logic has it your potential buyers will wait 2 mouths for the better one instead...

    June 7, 2010 at 6:11 am | Report abuse |
  8. Mark

    PS. ...But then most other Cell phone makers are to blame too... Let's put the blame on someone else it's easier to keep our heads in the sand.

    June 7, 2010 at 6:15 am | Report abuse |
  9. damiao

    hi all, one more time, help to spread this idea oversea, spreading this blog oversea...http://www.englishtips-self-taught.blogspot.com

    June 7, 2010 at 6:20 am | Report abuse |
  10. Lahainaland

    Will the 4G iPhone have 4G network capabilities?
    The second generation iPhone was called 3G to highlight it 3G network capabilities. Does 4G now stand for a fourth generation iPhone on the 3G network?

    June 7, 2010 at 6:46 am | Report abuse |
  11. Disgusted.

    Google Foxconn suicides.. see if you're still excited about a new and unnecessary iWhatever..

    June 7, 2010 at 7:17 am | Report abuse |
  12. aeo854

    Funny... I just read this posting... and it's amazing. I could care less. The only thing I really care about is if the new phone will be on the Verizon network. I was also thinking... if you want to raid someone's home... you should raid the home of the idiot who's job it was to keep the big secret... a big secret.

    June 7, 2010 at 7:35 am | Report abuse |
  13. Nik

    No, wrong Apple. Not having Flash on your products has "a 'huge' negative effect on the company's earnings."

    June 7, 2010 at 7:39 am | Report abuse |
  14. PaddyReagan

    Wow, Nik, with a gross margin of over 40% in the first quarter it seems that the missing Flash really is having a "huge" negative effect on the company's earnings. Maybe some other companies should abandon Flash also.

    June 7, 2010 at 7:57 am | Report abuse |
  15. Joe

    If the phone being lost by one of their employees will have a huge negative effect it is their own fault. I think it's just another way to continue the hype.

    June 7, 2010 at 8:00 am | Report abuse |
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