WHO PROFITS MOST FROM THIS DEAL?
JOHN TYSOE THE MOBILE WORLDApple usually wants to be with the largest operator but this seems to break the mould of exclusivity. The scale of it is not transformational for Orange, but if other operators are able to follow suit it will allow Apple to address the entire market. I don’t think this will be a one-off.
TOM GIDLEY-KITCHIN CHARLES STANLEY
It’s happening as other computing products are coming onto the market and there may be less of an “iPhone effect”. From that point of view it makes sense for Apple to go down the non-exclusivity route. It’s hard to know how good it is for Orange without knowing the terms. MIKE JEREMY DANIEL STEWART
It’s a natural extension after Apple built a base with the exclusivity contract and it’s good for them to show they’re not being preferential. It’s a
predictable step, but with a very strong business rationale. I expect them to broaden their presence now with other deals.