Despite the best efforts of folks like me, bonafide iPhones didn’t show up in the wild until a few week prior to release. As it turns out, that’s because Apple was smart enough to hide iPhones inside of other devices. This according to Richard Burns, AT&T’s President of Wireless Networks, in an interview with the Louisville Courier-Journal.
So secretive was the project that he didn’t even show the phone to his wife. And when AT&T’s team of testers hit the streets to try the phone in ballparks, subways and skyscrapers, Burns said they used a contraption to cloak the device so nobody would know what the testers were holding.
Burns declined to offer a description of the cloaking device, calling it “something that looked like something else.”
That’s how you know Apple is brilliant: They made it look like “something that looked like something else.” How visionary. Or not.
My best guess is that Apple made the iPhones look like Zunes. Any other guesses?
Via Digg.
Image from Hideapod.
Pete Mortensen is a design strategist for consulting firm Jump Associates and the co-author of Wired to Care: How Companies Prosper When They Create Widespread Empathy, a book and blog that are significantly more interesting than you might initially think. Pete’s particular Apple avocations are both around design–interface and industrial. Follow him on Twitter!
