High street retailer, Phones 4u, has undertaken radical steps to ensure that it is fully prepared for the launch of the iPhone 4 on 24 June.
Expecting a massive turnout, the store operator is consulting crowd control experts, security specialists and is planning on hiring over 500 new members of staff in "anticipation of a huge turnout and chaotic scenes reminiscent of The Beatles’ first trip to the US".
It is also to order over 6000 litres of water for queuing customers and is in talks "with camping equipment suppliers about providing sleeping bags and tents for the large number of customers intending on camping over night in the hope of being one of the first to get their hands on Apple’s latest iPhone 4 device".
It may all seem extreme (and, perhaps, a little tongue-in-cheek) but the retailer is certainly confident that the new Apple handset will be very popular: “The rumours of the iPhone 4 launch date have been building for a while and now it’s been confirmed, demand is so high that we have registered interest in hiring an additional empty store near our flagship Oxford Street branch to cater specifically for this massive interest", says Russell Braterman, marketing director at Phones 4u. "Our customers always come first and we are making these special arrangements to ensure that their wait for what will be the ‘must-have’ device for 2010, will be as quick and as comfortable as possible”.
There is no comment, however, over rumours that riot police and tear gas supplies are being looked into.