Apple has posted their iPhone User's Guide for all those of you who can't get a hold of one, and all throughout are references to 'iPhone', not 'the iPhone.' One example follows:
To activate iPhone:
1 Download and install iTunes 7.3 (or later) from www.itunes.com.
2 Connect iPhone to a USB 2.0 port on your Mac or PC using the dock and cable that came with iPhone. (Don’t connect iPhone to the USB port on your keyboard—it does not have enough power.) iTunes opens automatically.
3 Follow the onscreen instructions in iTunes to activate iPhone and sync iPhone with your contacts, calendars, email accounts, and bookmarks on your computer.
Why would Apple do this? No one talks this way. What are they getting out of this grammatical detail? At lunch a few of us discussed it and the only thing we could come up with is that it anthropomorphizes the iPhone, and that some how makes it more, uh, human or something. I admit, it's kind of weak. Any other ideas?