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While strategic partnerships are common in today’s business environment, choosing the right partner is critical. What impact do you think Apple’s choice to introduce the iPhone in the US exclusively through AT&T had on its brand? What might Apple have done differently?
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Strategic Partnership Between Apple, And AT&T on iPhone
Around the year 2007 the two companies, Apple, and AT&T, signed a contractual
agreement that saw the latter launch the iPhone on behalf of the Apple Company. In this
arrangement, Apple designed the software while AT&T developed some hardware components,
supplied wireless technology, and sold the product. The agreement included the rights each
company had over the products, and how profits would be shared. Apples’ strategic decisions to
involve AT&T in the production, and sales of iPhone rather than single-handedly producin...
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