updated 11:05 am EDT, Mon May 21, 2007
ATT Confirms iPhone Brand
The iPhone is instrumental to the change from Cingular branding to AT&T, according to the US cell provider. In announcing a switch on Monday to the new company name for the logos within all of its 1,800 stores, company spokesman Michael Coe was adamant that the Apple device be associated with AT&T and not Cingular, as the expected popularity would be essential to generating goodwill for the company's future rather than its past.
"We want to make sure that every drop of equity from the iPhone accrues to the AT&T brand," he said. "We want to be as far along as possible with our rebranding in advance of the launch of the iPhone."
While outside signage hadn't changed with the announcement and was only likely to see completion within a year's time along with other changes, AT&T said its existing updates were already "performing above projected levels," hinting that the iPhone's timing would primarily add momentum rather than mend any potential flaws with its strategy.
Apple for its part has already changed the iPhone's software, reveailing the AT&T logo at the top of the main user interface.