Apple VP Talks About Apple SIM and Whether It’ll Come to the iPhone

The new Apple SIM card isn’t likely to be found in iPhones anytime soon, as it makes more sense for the iPad, said Apple VP iPhone, iPod and iOS product marketing Greg Joswiak during an interview at the Re/code conference. His reasoning is very simple: Apple opted for its own SIM card because it wanted to give customers more choice (via FierceWireless).

Greg joswiak

“It’s about the customer experience,” he said during an appearance here at Re/code’s Code/Mobile conference. “We ultimately don’t know who you are going to use as the carrier, [and] we want to make it as easy as possible.”

Since the majority of iPhones are sold through carriers, there wasn’t a case for Apple putting its own SIM card into a device that generates more than half of its revenue. The number of customers buying an iPhone outright is much smaller compared to the ones going to a carrier.

The advantage of Apple SIM – used with the iPad Air 2 and iPad mini 3 – is that allows customers to switch between different carriers’ service plans on the tablets. However, there are some issues being reported by users: AT&T, for example, locks down the Apple SIM card after the customer activates the card on its network. So, if you want to switch network, you need to purchase another Apple SIM . By comparison, T-Mobile doesn’t lock its customers into its own network.

Joswiak also took the opportunity to outline Apple’s approach to products and customers. “To us, it’s about the experience,” he said. Apple has a “naive belief,” he said, that “if we just make a better product or a better experience, there will be a market for it.”

Technology enthusiast, rocker, biker and writer of iPhoneinCanada.ca. Follow me on Twitter or contact me via email: istvan@iphoneincanada.ca

  • Lakh Jhajj

    What’s the point of having Apple Sim if I still have to take it out and replace it with the sim from the carrier I am switching ??

  • Tim

    The Apple SIM allows you to choose the carrier on the phone. You don’t have to take it out. That’s the point.

  • ShaBi

    I’m confused. Is Apple Sim removable or is it built in? I thought it was built in, but:

    “AT&T, for example, locks down the Apple SIM card after the customer activates the card on its network. So, if you want to switch network, you need to purchase another Apple SIM”

    So……?????

  • Lakh Jhajj

    Only if your current carrier you r with doesn’t lock it. If they lock it to their carrier then u need a new apple sim from the carrier you are changing to.

  • Al

    It’s the carrier you need to be concerned about. Tell them to stop being so ignorant. Maybe with enough complaints, they will. Or switch to a different carrier.

  • Tim

    That’s why I never buy a locked phone.