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Apple/AT&T bait-and-switch

June 2, 2010 2 Comments

When the iPad was announced, a major aspect of that announcement was the $30/month unlimited data plan from AT&T for the iPad.

Now, only two months after the iPad actually started shipping, AT&T is ending that plan as of June 7th, and I find it very hard to believe that Apple didn’t know this would happen, possibly before the iPad started shipping.

I ordered an iPad from the Apple Store back on May 22nd; it still has not shipped, which means that I am unlikely to get it before June 7th, and therefore will not even be able to ‘grandfather’ in under the $30/unlimited plan. There must be at least a few hundred thousand (if not more) people in the same position, all of whom ordered (and paid money) with the expectation of the availability of the $30/month unlimited data plan, but who will find that this data plan is no longer available when their iPads finally arrive. I do consider this classic bait-and-switch (and I’m not the only one);  I would not be surprised to see a ‘race to the courthouse’ from numerous law firms in an effort to establish class action lawsuits against Apple and AT&T.

I think that Apple is underestimating the anger, bad will and litigation that this move is likely to generate; I know I’m pretty appalled.  ..bruce..

Filed in: Business, Competition, Main

About the Author:

Webster is Principal and Founder at at Bruce F. Webster & Associates, as well as an Adjunct Professor for the BYU Computer Science Department. He works with organizations to help them with troubled or failed information technology (IT) projects. He has also worked in several dozen legal cases as a consultant and as a testifying expert, both in the United States and Japan. He can be reached at 303.502.4141 or at

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  1. I just canceled my iPad order | And Still I Persist | June 2, 2010
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