Iphone 4s is unable to set up, start the process over again after i've connect with my Apple ID, how to fix my problem ?

New Iphone 4s is unable to set up, after i chose the language wifi etc. i connect as a new iphone, then i connect with my Apple ID. The black screen with the white apple logo appear and something blur scroll down the screen. After that the iphone turn to white screen telling me to set up the phone over again as if nothing happened. Any ideas what i could do ?