"The anticipation, which is intense even by Jobsian standards, has led to some quiet, behind-the-scenes anxiety at Apple. Some Apple executives worry privately that expectations for the one-button phones may be too high and that first-generation buyers will end up disappointed."
Apple execs have a right to feel anxious. They've hyped the iPhone up to a fever pitch, and now that it's release is eminent, risk of consumer disillusionment is becoming all too real. But, if they've put as much energy into the handset as they have into their ad campaigns, I doubt they'd have anything to be afraid of. Still though, seeing that it's going to be the first of its kind, consumers are bound to run into some lemons in the batch. Good luck to both consumers and producers on this one.