iPhone Shortages a Genius Marketing Ploy to Boost 3G iPhone Sales

A few weeks ago we reported on iPhone shortages and how it was fueling speculation of a new model. Still two weeks away from WWDC and the Apple Store is still showing both the 8G and 16GB versions of the first generation iPhone are "currently unavailable". Either Apple missed the mark on inventory management or it's a genius marketing ploy to boost excitement and sales of the upcoming 3G iPhone.

While it's certainly normal for a company to clear out stock prior to the lauch of a new model, but this has to be affecting Apple's profits. Steve Job had predicted Apple would sell 10 million iPhones by the end of 2008. The clock has been ticking and one must wonder why Apple has missed the mark when it comes to managing their inventory. One could surmise that Apple was concerned that returns would be an issue once the new model was announced. Customers have 15 days to return an iPhone without a penalty, so theoretically May 26th would have been "perfect timing" to run out of stock. Reports have stores also running low, if not completely out of stock. There have been reports of eBay sales of first generation iPhone sales topping $700 and up. How did Apple get this wrong or did they?

By reducing stock in the channel, Apple is creating demand for an aging product. There have been people lining up at Apple Stores for the first generation iPhone, almost a full year after it's initial release. If dwindling stock can have this affect on a year-old product, just imagine how it might impact sales of the upcoming 3G iPhone. If Apple were concerned that the 3G iPhone wouldn't garner the excitement that saw long lines and campers, those fears can be put to rest. If would-be customers are forced to wait a month for an iPhone product, they will most certainly visit Apple Store locations in droves. Add a mix of early adopters and we could see a return of the iPhone Campout discussions.

While most every media outlet suggests June 9th will represent the announcement of the new iPhone, the real question lies in the launch plans. Expect Jobs and company to set a time and date for the release. Lines will start forming minutes after the announcement, with the shortages playing a key role in the volume of customers lining up at local Apple Stores. Never underestimate the marketing genius of Steve Jobs.