For Consumer Product Strategy Professionals

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	July 6, 2007 The iPhone Is A Win-Win-Win New Device Benefits Apple, AT&T, And The Industry by Charles S. Golvin with Bradford J. Holmes, Niek van Veen, Heidi Shey	Average: 6  (1 rating)

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Executive Summary

The long wait is over. Apple's iPhone is now in consumers' hands, with some equity analysts estimating that Apple and AT&T sold an unprecedented half million units in its opening weekend. Apple now has a new product category with excellent growth potential that feeds its other businesses. AT&T is winning high-value, loyal customers who will boost data revenue — at a lower cost thanks to the central sales and service role of the online channel in the iPhone business model. And, the industry will benefit in the long term as marketers from competitors learn from Apple's genius to provide better product, purchasing, and services experiences to their device customers.

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