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Apple Considering Subsidy To Reduce Cost of iPhone
Written by Christopher Meinck   
Wednesday, 18 April 2007 03:26

Shaw Wu, American Technology analyst, released a research note that cites sources who indicate that Apple is considering a mail-in rebate or carrier subsidy for the iPhone of $50-$150 and is under serious consideration.

"We are hearing rebates of $50-150 that will be offered by AT&T to lower the price points for iPhone (currently $499 for 4 GB and $599 for 8 GB) and to entice customers to sign longer term voice and data contracts," the analyst wrote. "From AT&T's perspective, a rebate is a great marketing tool and small sacrifice to make to entice a customer to sign up for 2-year voice and data cell phone plans that cost about $75-100 per month (before taxes and fees), meaning $1800-2400 in 'guaranteed' bi-annual revenue."

Wu believes Apple will be paid a "bounty" for each AT&T customer who purchases an iPhone through either Apple.com or an Apple retail store. "In addition, Apple will likely participate in a revenue sharing agreement where part of the monthly fee charged to customers will go to Apple ," he explained. "Besides the hardware, Apple 's value added for the iPhone to AT&T is its marketing, customer service, and unique software and features, including visual voicemail and the most complete PC experience on a cell phone."

Announced in January at MacWorld, Steve Jobs indicated the iPhone would be priced at $499 for the 4GB version and $599 for the 8GB iPhone.

Thanks AppleInsider!


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