For those who are hoping or wondering if Apple is going to offer wireless services soon, Tim Cook, the chief executive officer of the iPhone maker, made it clear that the company currently does not possess the resources and the corporate knowledge (wireless expertise) to do stuff like what Google has done in launching Project Fi.
According to 9to5Mac, Cook spoke during an interview in Amsterdam, Netherlands, and suffice it to say that although Apple may have boldly gone where no phone maker has gone before (arguably), its CEO does not think the company is qualified to, say, launch its own mobile virtual network operator (MVNO). Back in August of last year, there were reports that Apple has been testing an MVNO service, wherein the company lease network capacity but still have its own branding and tariffs, but the tech giant had denied those reports. Now, Cook has reiterated Apple’s position on the issue.
Cook pointed out that while Apple has worked with a number of wireless carriers in the past, including AT&T and T-Mobile in the United States, and O2 in the United Kingdom, and learning much from its experience, its expertise does not lie on networks. Sure, the tech giant will get involved in things like e-SIMs, but in general, it does not see itself competing with the Verizons of the world.
Also, Apple has generally adopted an approach wherein the products it sells work in the worldwide market. Yes, Apple did initially chose AT&T to be the sole carrier pushing its iPhone devices, but the tech giant has since made sure to try and make its most popular product ever to every carrier and network around the world. And over the years, Apple has been pretty consistent in introducing as few variants as possible for its smartphone, even though the range of wireless carriers and spectrum bands in the US market is so diverse.
Interestingly, Apple’s strategy when it comes to SIMs has allowed mobile service providers to offer more options to customers. For instance, the cellular enabled edition of the 9.7 inch iPad Pro comes with an embedded Apple SIM that lets mobile users switch networks after they bought the tablet. In the US market, major wireless carriers like T-Mobile and Sprint have support for that capability, while cellular enabled iPad devices made available at AT&T’s retail outlets are tied to its network. Even Verizon Wireless packages a separate SIM in the iPad, deactivating the Apple SIM that grants access to different mobile networks.
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