Claudelle Naidoo, GroupM SSA CEO: From inclusion to involvement
Claudelle Naidoo
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Apple, AT&T and the iPhone's risky new plan
USA - Wonder why the smoking-hot 3G Apple iPhone only costs US$199, less than half the price of the original? Here's a two-word hint: Randall Stephenson. Stephenson, who became AT&T's chairman and CEO a year ago, championed the idea of paying Apple about $300 per device, analysts estimate, to help hold down the retail cost.
The subsidy, which replaces another arrangement that gave Apple a portion of iPhone service revenue, will dilute earnings through 2009, AT&T says.
On the plus side for consumers, the iPhone is now extremely affordable. At $199, the 3G iPhone costs about the same as a high-end cell phone. AT&T says it plans to offer an unsubsidized iPhone later. Cost: $599 to $699, depending on memory, putting it well beyond the reach of average wireless users.
It remains to be seen if AT&T's gamble will pay off. One thing is clear: Thanks to the iPhone, the smartphone game has changed dramatically. And so have consumer perceptions of the mobile Web, a netherworld that seemed downright hostile before the iPhone showed up.
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