Blackfriar's The gutsy marketing and strategy behind Apple's iPhone price cut is a succinct dissection of the iPhone strategy. The piece points out that Apple is trying to reorganize the telecom value chain by making the phones the story for consumers — not the carrier. This strategy can work well in a market where carrier choice exists. The obvious question, then, is why would Mr. Rogers ever bring this phone and business model to Canada? With Rogers' monopoly on GSM and GSM devices, the deals that Apple is cutting in Europe simply wouldn't be attractive.