The debut of Apple Inc.’s latest iPhone brings a change to the way its U.S. customers can purchase the device, a move toward cutting wireless carriers out of the process and giving the tech g…
The debut of Apple Inc.’s latest iPhone brings a change to the way its U.S. customers can purchase the device, a move toward cutting wireless carriers out of the process and giving the tech giant more control.
Starting with the iPhone SE — a low-end model that goes on sale Friday for $429 — that process is changing, Apple has told retail employees. New iPhone SE buyers who choose AT&T Inc. or T-Mobile US Inc. as their wireless carrier won’t need to provide their information at the time of purchase. Instead, shoppers will be able to enter that data and connect to their carrier when they power on the device for the first time.
Retail employees say the change also could benefit customer service. Sometimes activation servers can be overloaded and customers leave Apple retail stores with their phone not working — a poor experience that that new approach would mitigate.The move isn’t a total departure for Apple. The company has long offered so-called unlocked versions of the iPhone that can be connected to any carrier after purchase. But it’s the latest step toward Apple controlling more of the customer experience.
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