|
Oct
20
|
I’m getting oh-so-tired of hearing everyone and their uncle complain about how locked down the iPhone is. First unsanctioned 3rd party apps cropped up, then software-based unlocks. Apple broke them with 1.1.1 and they’re back again. As Steve Jobs has already stated, it’s a cat-and-mouse game. But why does it have to be? Why is unlocking the service provider of a cell phone the ultimate tech freedom? I can think of a lot of other tech dreams that are similar in scope to unlocking iPhones but there doesn’t seem to be a big movement out there for any of them but getting iPhones unlocked. And let’s not forget that the U.S. only has one other GSM carrier so it’s not like it opens up a whole world of choice.
The rant continues after the jump….
As you might have surmised from the topic of my post, my desire to unlock my iPhone stands at absolute zero. I guess my number one reason is that I’ve had AT&T wireless service through several mergers and I’ve never had a problem. Ever. In fact, I have received better service from the wireless arm of the various AT&Ts than I have from any other telecom or utility provider.
The second reason—and I think all subsequent reasons are subordinate to this one—is that Apple has every right to protect the user experience provided by their devices by any means they feel necessary. They do this with their computers and while there is some outcry regarding the practice it is not nearly as fervent as the furor over the iPhone. Let’s say I buy a copy of Mac OS X. I now own a license to use the software (note: I do not own the software itself). Apple is able to include in the license any term or condition under the sun and by purchasing and installing this software I’m agreeing to the license. Contained within Apple’s OS license is that it is only to be installed on Apple computers. Macs and their operating system cannot be “unlocked”—they are bound together by a license agreement. While it may not be illegal to install OS X on anything you please, it definitely is a violation of Apple’s license. The same goes for the iPhone. In fact, unlocking phones is explicitly permitted by the DMCA. Unfortunately, it still violates terms of service. As such, Apple can refuse to service or honor the warranties of altered iPhones. And it has. It has every right to and those who think otherwise make me a bit sick to my stomach.
I can certainly see why one might want to unlock an iPhone. Maybe they feel that T-Mobile’s coverage is better or their customer service is more responsive or perhaps they’re already a T-Mobile customer. I think Apple’s reasoning is just as valid: they want to provide a consistent experience with the iPhone for every consumer and the best way to do that is to have one carrier. One method of activation, one set of rate plans, one implementation of Visual Voicemail. It makes it easier for Apple and for the consumer. Less to choose from, sure, but certainly less complicated and easier to support.
To me, asking Apple to unlock the iPhone for use with another service is no different than asking Apple to unlock the mobile OS X software and allow it to be used on any other phone. Asking Apple to do the reverse—allowing the ability to install a 3rd party OS onto the iPhone like Windows Mobile or Symbian—is equally absurd. The iPhone, the mobile OS X operating system, and the AT&T service go together. Yes, you can run the iPhone on other wireless carriers. You could also run a different OS on it. Just because you can doesn’t me you should or be allowed to do so.
You may think I’m an Apple fanboy and to a certain extent I am, but I’m also an avid follower of business news and trends. It always shocks me when someone suggests that limiting 3rd party access to the iPhone or refusing to offer an unlocked version is detrimental to Apple’s bottom line. Sure, Apple could probably move more units if they provided more functionality or unlocked units. The way I see it, Apple isn’t selling iPhones. They’re not selling mobile OS X or even AT&T wireless service. They are selling their brand which is known for “just working.” They’ve done pretty well in this area in the past so I’m inclined to let them take their time. There is a right way to do 3rd party apps and a wrong way. A recent announcement from Apple says that officially sanctioned native 3rd party apps will be coming to the iPhone and the iPod touch in a few months. It looks like the “just works” method of installing new apps on iPhones is on its way. Let’s just give Apple a chance to do it right. If they blow it, I’ll be the first one to admit it. But the phone is their baby—let’s see what they have in store for us.
I think the most important thing to keep in mind is that Apple isn’t a computer company any more. It’s not an iPod company. It’s not even an iPhone company. It’s a lifestyle company. So whether or not Apple is treating the iPhone as a mobile phone or a whole new computing platform (a distinction I hear being bandied about a lot), the distillation of the whole debate is that it can be whatever Apple wants it to be so long as it successfully extends the brand image. That’s business.
That’s Apple.
