Back then the network operators had full control over the devices on their network. They even dictated what features these phones will have. They wanted to sell services like ringtones, so the device manufacturers were almost like their subcontractors.
Apple simply didn’t have an option to do it by itself. Back then Apple wasn’t that powerful, they had a firm grip on music player and music store market but nothing else.
So the story goes, Steve Jobs meets with the CEO of AT&T(called something else back then) in a hotel room and show him the device. Apparently the guy was sold the moment he scrolled the setting and see the rubber effect and accepted to let Apple do the phone in Apple way in exchange of exclusivity.
Apple simply didn’t have an option to do it by itself. Back then Apple wasn’t that powerful, they had a firm grip on music player and music store market but nothing else.
So the story goes, Steve Jobs meets with the CEO of AT&T(called something else back then) in a hotel room and show him the device. Apparently the guy was sold the moment he scrolled the setting and see the rubber effect and accepted to let Apple do the phone in Apple way in exchange of exclusivity.