With the release of iPhone 4, the UK joins the Czech Republic and Australia on the list of countries where all mobile networks (and Tesco, an MVNO) offer the iPhone. Apple have even just started selling the iPhone unlocked with no contract.In the US AT&T still have a monopoly on the iPhone for the time being. Until the iPhone hardware is changed to include the necessary support for Verizon, Sprint or T-Mobile (T-Mobile’s 3G is on a different band, not included in the 5 supported by the iPhone), that will continue to be the case.
What does the ubiquity of availability and support for the iPhone mean for Apple in the UK? It means that no longer is someone put off having an iPhone because it’s not available on their carrier. It means that the network load of the iPhone is no longer concentrated on one network – everyone’s experience will be better. In short, more iPhones will be sold. The unlocked iPhone also means those who don’t want to be tied to a particular carrier can just splash out the full, unsubsidised price for the iPhone (£499 16Gb/£599 32GB). Many carriers are offering SIM only deals for the iPhone now that allow a buyer to have the freedom to leave within 30 days.
I predict the next month or so will see an explosion in iPhone penetration in the UK (just like we had in the Czech Republic from the day the iPhone 3G went on sale with all 3 networks). This will be proof positive, should Apple have ever needed it, that AT&T is their biggest enemy right now in their fight against Android and breaking that exclusivity is the most important thing they can do to halt the growth of Android.
The lesson for brand marketers? Make sure that your distribution network isn’t harming your growth.
Image credit: principia aesthetica via Creative Commons on Flickr.
