The launch of the iPhone was in the making for several weeks and will certainly be taught to PR students as the i(Phone)Day, the biggest hype in the telecommunication history. L'Atelier, the high tech studio for a changing world, 

was there.   The cast of characters were lined up around the block waiting for the San Francisco’s  Apple Store, located on Stockton Street, to open at 6:00 p.m. All day long, over 150 people were waiting patiently in line, most sat in lawn chairs, covered in blankets as the San Francisco fog rolled in. Some even wore t-shirts with their own website addresses promoting their own businesses. For these folks, they wanted to be the “first” to buy the iPhone. An in-line waiter selling her place (credit: Atelier) Jerry Taylor (see photo below), the very first person who bought the iPhone at the San Francisco store, arrived at 7 a.m. on Thursday morning to check out the length of the line. Seeing no one else, he decided to spot himself to be the first iPhone buyer of the West Coast, even though he did not know if he would either buy the iPhone itself or sell his spot for around $500. Jerry Taylor  Before the doors reopened for business, the customers counted down the last 30 seconds, singing "Auld Lang Syne" following the countdown, as if heralding a new era in telecommunications. It was 6 p.m. when the downtown store shed its temporary window draping to the roar of the waiting crowed.   After waiting anxiously for the frenzy to start, half of the Apple sales associates formed a receiving line while the other half jogged through the front door to high fives and cheers. The line moved quickly as excited fans of the new iPhone made their way to the main entrance.   As you can see on the photo bellow, stacks of phones were behind the counters ready to go in their sophisticated black cases. The purchase process, with an average less than 8 minutes, was grandly appreciated by the new iPhone owners. Accessories for the phones were readily available, with some customers who only came to buy the headsets or the leather case.   iPhones ready to go (credit: Atelier) Having the opportunity to establish the plan on the internet made the acquisition of the device faster. A little after 7 p.m., people could just walk in and walk out of the store without having to wait in line, but some customers have already claimed difficulty subscribing with the unique plans offered by AT&T.   Will this new phone be everywhere much like the IPod which has become a household name?   Mathieu Ramage   FEEDBACK For comments on this article, email us at