If I Were AT&T… How iPhone Would Launch

Let’s just say for a minute that I could snap my fingers and turn myself into a big giant blue ball known as the AT&T logo. Okay, hard to imagine, but, go with it for a minute… I refuse to say I’m turning into Stan Sigman for any period of time (no offense, Stan).

If I were AT&T, and I wanted to really squeeze iPhone hype into overdrive, I wouldn’t put a single phone into retail for a month. That’s right, no iPhones at retail in June, at all. Instead, I’d put them all on my new web site, wireless.att.com.

Now, I know what you’re thinking; I’m evil. By now you’ve realized that the only way to order a phone online from AT&T is with a new contract. And, you’re right. No iPhones going to people who want to get one without a contract, no existing customers picking ones up without renewing their contract. No iPhones going to prepaid. Every iPhone sale is essentially a new two-year contract.

If AT&T were to sell iPhone at retail, they would have to offer a no-contract price… which means prepaid customers and existing customers can ride contract-free to iPhone-land. That’s not what AT&T wants until supply meets demand. And supply won’t meed demand for awhile.

So, there you have it, iPhone online-only, sure to turn a lot of folks stomachs, and their wallets, into feeling a little queasy. Oh, and did I mention this is a great way to ensure charging a higher price for data than the $20/month MEdia Max, to make sure that folks get tacked on for a more-expensive data plan?