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Well, that all depends on what Apple's internal corporate culture's value system is, doesn't it? If they want to continue to give off the impression that the end-user is their direct customer and that they prize that end-user's experience above all else, then they need to distance themselves from things like this.

I think that Apple has worked very hard to cast this image of themselves as the champion of the end-user. If that's the case, then they need to start proving it with mobile devices like the iPhone, which occupies a market segment where users have traditionally not been regarded as much more than pawns. I feel as though Apple here is treating this situation like their ongoing business relationship with AT&T and other carriers is more important than satisfying the needs of their customers whenever the two are in conflict. I suspect that Apple wouldn't want that kind of press.

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