Let's all take a bite out of Apple!

By George Mensah

Apple has become the fashion label of the tech world, with the iPhone – its latest ‘must-have’ offering – dropping from the same branch as its illustrious predecessors, the iMac, the iBook and of course the iPod.  However, this time, Apple seems to have taken the concept of its products being embodiments of individuality and exclusivity to an excessive level.

The current iPhone package ties users to a two-year contract with service provider AT&T.  Apple’s keenness to strike up a long-term deal with just the one service provider is quite a new concept in itself, as phone companies for the most part do this on a very temporary basis.  But the real issue is whether Apple is abusing its position by removing freedom of choice in the market. 

This restricted usability has led to Uniquephones – a UK firm that specialises in unlocking phones – hacking through Apple’s software restrictions and enabling the phone to potentially be used over other providers’ networks.  Uniquephones has even said that it is willing to face the legal wrath of Apple to provide this service.

This news has been widely welcomed, with a reported 150,000 showing interest in ‘re-fitting’ their SIM cards and firmware with Uniquephones’ software upgrade.  This is a great example of a consumer revolt in action, with many contract phone users clearly unwilling to sacrifice cross network freedom for the sake of the iPhone and its features.  They want it on their own terms and are refusing to play Apple’s exclusivity game.

If nothing else, this should act as a reminder to Apple that most people want technologies that fit in with their own personalised way of doing things.  As delicious and appealing as the exclusive iPhone deal might be, there is a fine line.  It will either pave the way for a change in conducting business in mobile space or the lack of cross over functionality may just be too much for users, in which case Apple will have to offer the phone on all networks sooner rather than later.

Apple would have us think it’s produced another untouchable fruit from its technological tree of knowledge - but right now, its wisdom is in question.

Comments

[Tim Hoang]

What Apple seems to have forgotten is that the mobile market is already saturated in the UK and it cannot bully consumers like it could do with the iPod and iTunes when there was little other alternative. I'm not going to get one it doesn't even look that great.

You had that last line in your mind before you even wrote the post right? and i thought you were getting rid of that picture of the woman saying 'talk to the hand'?

[Christian]

When you say fashion label, do you mean like Burberry?

I do agree with your point about it being odd to tie it to one provider. Apple is the hardware manufacturer, so from its point of view, the more, the merrier, right?

I also think saying that Apple is "abusing its position" is going too far - they can do what they like. But it doesn't make good business sense.

And I find it amazing that people are risking legal action and possible prison by hacking the DRM for a phone. A phone...