The problem of subsidizing the cost is not up to AT&T - it’s up t…
The problem of subsidizing the cost is not up to AT&T - it’s up to Apple.
Apple is a strong believer of standardized pricing, so that a consumer feels that they got what they paid for. Wouldn’t a consumer feel a $200 phone is lower-quality than a $400 phone? Yes. I do marketing for Apple, and we aren’t allowed to have any giveaways because it “devalues” the product in the eye of the consumer. Apple wants you to lust for it. However, If Apple wants to sell iPhones, subsidizing through AT&T is the way to go - and I’m sure AT&T wouldn’t mind giving away even a free iphone with all they contract-ripoffs they’d be signing. It’s a choice Apple will have to make.