Interestingly, Apple has made the decision to no longer require a serial number for the retail copy of iWork. It doesn’t require any online activation, and — in the same fashion as iLife — would seem to have no piracy prevention as such.
Apple notes that:
iWork ‘09 retail boxes no longer come with a serial number. Install iWork ‘09 from the enclosed disc and you’re ready to go.
Obviously a serial is still required if you choose to download and activate the iWork trial via the Apple website.
Though retail versions of iWork ‘09 no longer come with serial numbers, you will need a serial number if you are using the iWork ‘09 trial version and decide to purchase the fully-functional version of iWork ‘09
...
http://theappleblog.com/2009/01/20/serial-no-longer-required-for-iwork-09/
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