The longest 10-15 minutes of your life!

Ron Johnson, Apple’s retail chief believes that it’ll take 10-15 minutes to activate the iPhone 3G. Not being able to activate the iPhone 3G at your own leisure sucks, but then again you're getting Apple's "concierge service" so it'll be worth it.

Apple stores will handle about 30 customers at a time, Johnson said. While the company will make sure the activation process is quick, he said customers won't be rushed.

"We'll spend as long as it takes with our customers to make sure they're happy with the phone," Johnson said.

[Bloomberg.com]