Apple "Mum is no longer the word" press briefing in London next week

Word on the high street is that Apple is holding a press briefing at their Regent Street Apple store on September 18th. The invites are circulating as we speak to various members of the UK press. That's not exactly the biggest of venues for a 3G iPhone launch for Europe but who knows? Really, does anybody know?

[Thanks, Chris P]

[McSwindle @ Sep 13th 2007 5:53AM]

I work at the store and we've been given 50 or so boxes to keep secure, haven't got a clue whats in them though, but they're under CCTV pretty much 24/7

[paul-i @ Sep 13th 2007 6:22AM]

How big are the boxes?

[LordFarkward @ Sep 13th 2007 6:55AM]

awesome, thanks for spilling the beans.

i'd suggest you running for your life now, though, for there're gonna be two monsters going after you - apple, for your leakage, and mcdonald's, for your name.

thanks again though!

[McSwindle @ Sep 13th 2007 7:16AM]

Basically the boxes are cube and just under a meter cubed, and McDonalds copied me!

[zaksta @ Sep 13th 2007 3:45PM]

apple will be releasing osx leopard as a replacement for windows on wintel boxes. Ssshhh, don't tell.

[MARSHAK @ Sep 15th 2007 4:55PM]

you're so fired.

[Ahmed B @ Sep 13th 2007 5:54AM]

Hmmm does seem a little small for the iPhone launch... perhaps its just to announce the partnership?

[Alan Partridge @ Sep 13th 2007 6:29AM]

Why is it too small? Its the flagship UK, if not European, store

[Ahmed B @ Sep 13th 2007 6:32AM]

afaik, there's not been a launch of any important product/partnership at a store? However, you are right about it being the european flagship store, so I guess we'll see...

[Christopher P. TOdd @ Sep 13th 2007 7:11AM]

I have been in London for the summer (live in Chicago) and from what I understand (have been told) that is the largest store Apple has. They have a fairly big training area with cushy chairs and a screen. I can easily see apple moving the iMacs that are upstairs in the back (where the training area is) and putting chairs there for an 'overflow' crowd. I could see the upstairs holding 100 people? But that is just a guess.

[Ahmed B @ Sep 13th 2007 7:16AM]

Yeah, it's pretty big, especially since they extended it (previously, the theatre was further forward, at the top of the stairs)... you can fit a lot of people in there and I suppose it would make sense to do so when announcing the UK (possibly european) iPhone partnerships.

[Xavier Gill @ Sep 13th 2007 7:40AM]

Seems pretty big:[e-mail]

http://flickr.com/photos/jhave/67039032/
http://flickr.com/photos/vincentime/284502767/

[Adam @ Sep 13th 2007 12:46PM]

Regent street is the worlds biggest Apple store Dumbass

[vinay @ Sep 13th 2007 5:54AM]

what's the censored part about?

[Neg2LED @ Sep 13th 2007 5:54AM]

GASP! OBFUSCATED TEXT?

what could possibly be obfuscated?

[Kragmose @ Sep 13th 2007 5:56AM]

Exciting!!!1

[Xavier Gill @ Sep 13th 2007 6:34AM]

For anyone not familiar with the phrase "mum's the word" it basically means to keep quiet or to keep a secret. So this invite suggests they no longer have to keep that secret.

[NG @ Sep 13th 2007 7:22AM]

OH.. Thanks Xavier Gill, Didn't know about that.

[nine9nin @ Sep 13th 2007 9:51PM]

Mum's the word
Meaning
Keep quiet - say nothing.
Origin
Mum; not mother but 'mmmmm', the humming sound made with a closed mouth. Used by Shakespeare in Henry VI, Part 2:
"Seal up your lips and give no words but mum."

So "Mum is no longer the word" = Start Talking!

[Christopher Phin @ Sep 13th 2007 5:59AM]

Just to quell any conspiracy theories; the blanked out text is just the RSVP info – email address and phone number – that's only polite to suppress when posting this on the web

[Martin @ Sep 13th 2007 6:04AM]

The screenshot was taken from: http://www.macformat.co.uk/page/macformat?entry=mum_is_no_longer_the (So why not give them credit?)

Also: apparently Engadget itself did not get this invite. So I call HOAX!

Please stop copy/pasting so called news from unreliable sources.

[Thomas Ricker @ Sep 13th 2007 6:08AM]

@Martin,

what the hell are you talking about?! We link back to MacFormat right in the article. Also, they were just first, it's now reported by ShinyShiny and pocketlink. Perhaps it's a hoax and a conspiracy?

Thomas

[Christopher Phin @ Sep 13th 2007 6:18AM]

@Martin

As far as I can tell from the headers of the email, it's not a hoax. Additionally, the fact that Engadget – or indeed any US media – has (yet?) had this invite does suggest it's an announcement meant for those outside the US only, further lending credence to the notion that this will be the European iPhone launch.

[millenomi @ Sep 13th 2007 6:58AM]

ITUNES VIDEO STORE EU! ITUNES VIDEO STORE EU!

... please...

[Jamie @ Sep 13th 2007 6:38AM]

Want a liveblogger for the event? =)

[ThirstyFerret @ Sep 13th 2007 6:56AM]

Pick me pick me!

(anyone got a 3g data card? :P)

[Andy Merrett @ Sep 13th 2007 6:39AM]

The email is not a hoax as several of my colleagues got it.

As others have stated, the obfuscated text is simply the RSVP info.

And, indeed, why would Apple UK intentionally send press invites to anyone outside the UK? Do we get invites to US Apple press events? No.

And the Regent's Street store is plenty big enough to hold a select group of journalists.

[Andy Merrett @ Sep 13th 2007 6:44AM]

Yes, Martin, please go and call Shiny Shiny, Pocket-Lint, and everyone else "hoaxers" without checking facts first.

Oh yeah, hang on, we all got together last night and decided to do a joke six-and-a-half months too late in the year.

[Vanillacide @ Sep 13th 2007 6:45AM]

Smells like a British iPhone launch to me, and it's the only day I am not working in central London next week. Doh!

Same model as USA I recon, i.e. 2G.

O2 is going to be the operator: Vodafone ruled themselves out at the weekend by saying they wouldn't carry a 2G iPhone and are waiting for a 3G model, O2 have spend the last couple of weeks upgrading their 2G network from GPRS to EDGE (why else would they do this, and the other operators haven't).

Here's hoping I can pick up a new iPhone next week. :)

[Alan Partridge @ Sep 13th 2007 6:59AM]

I think O2 also, plus they're the only UK network who do not offer any 3G services.

Vodafone already announced their Christmas 2007 lineup and it includes 'iPhone killers' in the 8GB Nokia N95 and Samsung F700 so I doubt they'll get the iPhone too, at least not in the UK.
http://www.vodafone.com/start/media_relations/images/christmas_2007_range.html

[l0ne @ Sep 13th 2007 7:02AM]

I just cannot understand why they wouldn't launch in the Country of Too Many Cell Phones (ie Italy). Four vendors, three EDGE *and* four HSDPA networks...

Stupid corporate bickering >_

[StooMonster @ Sep 13th 2007 7:47AM]

UK also has too many mobile phones too, 107 phones for every 100 people. :)

UK is one of the largest mobile phone markets in Europe (world), and the London Apple Store is the largest in Europe (if not the world) so is ideal for a 'flagship' launch.

PS: do Americans even call them "cell phones" anymore, Steve Jobs always refers to the Apple iPhone as being a "mobile phone".

[Ben @ Sep 13th 2007 12:51PM]

Stoomaster: "Mobile phone" just sounds more proper to american ears, so that's probably why Jobs called the iPhone a mobile phone, but most people I know have dropped the cell and just call them phones. Eg: Where's my phone? Can I borrow your phone? Who's phone is ringing, etc.

[Andrew @ Sep 13th 2007 6:48AM]

My guess is it's just the announcement of what carrier the iphone will be on in the UK (I hope 02), how much it will be, and when it will be available.

[Alan Partridge @ Sep 13th 2007 7:03AM]

Isn't that sort of what a launch is? My guess will be O2 for the UK and it will be released just before or the same day as the Ipod Touch (28th). One of the reasons for the Touch delay is probably because they didn't want to eat up iPhone sales.

[LordFarkward @ Sep 13th 2007 6:50AM]

i think they're gonna announce the much rumoured iFeed - a baby bottle filled with koolaid that nurtures our next pillar of iWorld. mum's will be redundant, hence, 'mum is no longer the word'.

bring on the iFeed, jobs!

p.s. bye, mum. i'll miss you.

[ssuk @ Sep 13th 2007 6:58AM]

Has to be the iPhone. We already have the new macs, the new iPods, the Apple TV... All under-the-radar releases without much fanfare in the UK, but they're here. iPhone is the only one missing from the bunch.

Also, Apple has a new Apple Store opening just around the corner from me in Solihull. September 18 may be a good date for that store to be opening as well. (I'm sad and submited a CV to them, someone has to employ me eventually. =P)

[Dominic Yates @ Sep 13th 2007 8:57AM]

i'm in solihull too !!

[proud @ Sep 13th 2007 7:01AM]

iPhone cha cha cha
iPhone cha cha cha

[Eric M @ Sep 13th 2007 7:08AM]

I think we all know what this means:

New iMacs!!!!!1!!!111....oh wait...

New iPods!!!1!!!111!!....oh wait..

the iPhone is real!!!!!!1!111....oh wait

Steve Jobs is releasing an iBreath, to help on you mac addicts, who wait on baited breath for him to make a bowl movement.

[LordFarkward @ Sep 13th 2007 7:55AM]

nah, that'd be a bit too dull.

i'd be interested in his bowel movements, though!

[Gary Lee @ Sep 13th 2007 7:23AM]

"Mum is no longer the word"
ready to make eye contact and warm smile :)
>video call<

[NG @ Sep 13th 2007 7:31AM]

Yea, O2 UK got it. I am pretty sure about that too.
Germany most definitely T-Mobile, a friend of mine work there, he told me the top in-house VIPs already have given iphone for free.

Pity that it wasn't vodafone (cause i am on it... don't want to change my number)

[Vanillacide @ Sep 13th 2007 7:40AM]

NUMBER PORTABILITY is law, you can take your mobile phone number to any other network.

[Smudger @ Sep 13th 2007 7:43AM]

O2 do provide 3G in the UK. Maybe Vodafone is banking on Palm helping them push smartphones to consumers (as opposed to business as they do now) with the new Treo 500v (cough!) - that's Palm's story anyway.

And as others have said, Regent St. store is plenty big enough for 100+ press - they hold concerts here in a regular basis.

Or maybe it is an Apple TV bundle, filled to capacity with chick flicks, daytime chat shows, soaps and reality TV shows.

[NG @ Sep 13th 2007 8:08AM]

Vanillacide
OH.. nice, Just wondering how the monthly fee is on O2...
Been using same number and plan for nearly 8 years now... vodafone uk is so expensive, and i haven't change to any other network is because there is a vodafone store right across the street and they give me a free phone every year.

[Vanillacide @ Sep 13th 2007 11:52AM]

@NG

How much is the monthly payment? Well, that's what they need to announce. Who knows ... but I am hoping it's unlimited data at the very least (as per my Vodafone 3.5G USB model on my MacBook Pro).

Any guesses on price plans anyone? £25 per month? £30? £35?

[NG @ Sep 13th 2007 3:14PM]

I pay like 35 per month at the moment with vodafone.. i am not even sure how many free data transfer limit i get..

I think if they release the iphone they will force ppl to use more expensive plan as this is still a desireable gadget.
I am guessing 1 1/2 year min. contract, £30 monthly.

[Xavier Gill @ Sep 13th 2007 7:37AM]

Seems pretty big
http://flickr.com/photos/jhave/67039032/
http://flickr.com/photos/vincentime/284502767/

[NG @ Sep 13th 2007 8:14AM]

Xavier, It is pretty big for central london. Regent Street's rent is not excatly the cheapest here and the store is just 30 sec. away from the famous Oxford Cirus.
The store size is like a basketball court folded to 2 floors.