Apple Inc.’s (Nasdaq: APPL) iPhone will be the first telephone to be marketed in Israel without the logo of the operator who is marketing it. Cellular operators normally add their own logo to handsets they market. The logo is usually strategically placed for the operator, but inconveniently positioned for the subscriber - for example, one the face of the device. Neither customers nor importers like this situation, but until now, save for one attempt, no one has tried to change the status quo.
During talks between Apple and Israeli operators, it was agreed that the operators could not open the iPhone’s packaging, which means that they cannot put their own logo on them. The operators naturally agreed to talk, even though the iPhones will not be identified with them image-wise, but only with Apple, which will not allow any other party to win the stardust of the highly desired device. It should be noted cellular operators in other countries are not permitted to sell iPhones with their own logos.
This is not the first time that an Israeli cellular operator has agreed to put its ego aside in order to market a highly desired device. Several months ago, Pele-Phone Communications Ltd. was negotiating with LG Electronics Co. Ltd. and Prada to market their prestigious telephone. The Italian designer dictated from the outset that the Prada handset would be sold with only the Prada logo. Pelephone naturally agreed to these terms, but the telephones were never marketed in Israel for other reasons.
iDigital Ltd., Pelephone, and Partner Communications Ltd. (Nasdaq: PTNR; TASE: PTNR; LSE:PCCD) declined to comment on the report.
Published by Globes [online], Israel business news - www.globes-online.com - on July 2, 2009
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