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For B2C Marketing Professionals

The iPhone Is A Win-Win-Win

New Device Benefits Apple, AT&T, And The Industry

July 6, 2007

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  • By Charles S. Golvin
  • with Bradford J. Holmes,
  • Niek Van Veen,
  • Heidi Shey

Why Read This Brief

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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