updated 12:50 pm EDT, Wed April 25, 2007
iPhone to test loyalty
Apple's forthcoming iPhone, which is due to ship in late June, will likely test the loyalty of cellular customers who have thus far shown little brand loyalty between carriers. Apple customers are well known for their fierce loyalty to the company, staunchly defending the company's products and software offerings in nearly every medium. "We did a survey and we found [...] carrier loyalty wasn't a big issue. People aren't that loyal," Miro Kazakoff, director of wireless practice at Compete said. "So [AT&T] is trying to transfer loyalty to the device, not the carrier." AT&T is using Apple's iPhone to create customer loyalty where little already exists, according to Computerworld, which could result in more subscribers who are less likely to leave AT&T for another carrier.