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Apple's Reintermediation of Smartphones: The iPhone as a Service

Apple's Reintermediation of Smartphones: The iPhone as a Service

With Apple's recent announcement of their direct sales of not just smartphones, but phone & plan bundles, mainstream customers are about to experience a big, visible change in mobile business models. While lots of articles do a great job comparing Apple's new iPhone Upgrade Plan to similar carrier-specific offerings, there's another issue at hand behind the scenes as Apple closes the loop of the iPhone experience.