iPhone 6s Colors

The wireless industry has been plagued with a bunch of illogical business practices, most of which were conceived to take advantage of consumers, really. On the other hand, carriers like T-Mobile have successfully exploited the sad state of the U.S. wireless industry to fix some of the most glaring customer pain points.

Apple, too, appears to have vested interest in wrestling power away from the carriers. According to Apple’s Senior Vice President of Internet Software and Services, Eddy Cue in the British publication The Evening Standard, the Cupertino firm is now “trying to fix” one of the wireless industry’s dirtiest tactics: exorbitant roaming charges.

27-year-veteran of Apple, Cue, 51, made an offhand comment about “trying not to get roaming charges” while in London. “It’s sad, it’s another problem,” he said. “We’re trying to fix it and we’re making a little bit of progress but you’ve got to convince a lot of people.”

Anything Apple intends on doing to tackle this issue will indeed require tremendous negotiating skills. It’s already made some baby steps, like introducing the Apple SIM card which lets customers change wireless service on the fly. Thus far, that system has enjoyed limited support from major U.S. carriers.

iOS-8-eu-roaming-settings

Another option for getting rid of exorbitant roaming charges would entail Apple becoming a VMNO by leasing spectrum from carriers and reselling wireless service to customers, a move rumored to be years in the making.

Lastly, Apple could leverage its brand and negotiating power to persuade carriers that it would be in their best interest to come together and agree upon a roaming system that would be fair to subscribers.

But as Cue said, pulling it off would entail convincing a whole lot of people. We do know, however, that such a move is perfectly feasible. First, T-Mobile has been offering free 2G data roaming in more than a hundred countries for some time now.

Secondly, Google is reportedly in talks with some carriers about free international roaming. And thirdly, Sprint recently launched free unlimited international roaming when traveling to select countries.

Obviously, something has to be done about this issue—incurring high roaming charges when using our phones overseas is too silly in today’s mobile-first world.

Source: The Evening Standard

  • Mr.Coolfreak

    I really don’t think it was an offhand comment, I think it was meant to be taken as such

  • mrgerbik

    so does this mean Apple will fix it’s own exorbitant prices?

    • BWarren89

      If people are willing to voluntarily pay them by the hundreds of millions, I’d say they don’t need fixing.

      Nobody is asking Ferrari to lower their prices, because Ferrari, like Apple, is a luxury tech company.

      • mrgerbik

        Apple aint Ferrari.. If anything Its probably closer to Lexus/Toyota or maybe BMW.
        Bad analogy, because many people use Apple products where almost noone drives Ferrari’s.
        As a widely used, hugely profitable product, it leaves any analogies as rare behind.
        Since its not rare and so ubiquitous, high prices are just simple price gouging.

  • Franklin Richards

    If Apple manages to rid the need for roaming charges with a premium oppose to the astronomical charges you get now then that’ll be big. Or you can just get a Three SIM in the UK.

  • OneBigInFiniteJoinT

    all the new ad blockers for iOS9 are iPhone 5s and above. anyone know how to make it work for iPhone 5 ?

    P.S i lost the damn jailbreak.. God damnnnnnnnnnnnnnn IT !

  • Andrew

    I giggled at “the sad state of the U.S. wireless industry”.

    Come to Canada. Then let’s talk about the sad state of a country’s wireless industry. I get 2 gigs of data, 300 minutes, and unlimited texting for only *EIGHTY (Canadian) DOLLARS A MONTH.*

    • John

      Not much better in aus either 🙁

  • John

    In Soviet Russia, Apple buy you!

  • Rodney Coleman

    Who in the heck is still paying for roaming charges?? Idiots