Apple Inc (AAPL)

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08:56 Amtech comments on AAPL's cell phone plans (57.00 ) -Update-

Amtech says while they firmly believe that AAPL has been working on cell phone technology, they believe its much hyped imminent entry is overdone. From the firm's understanding, for AAPL to enter the cell phone market in the USA, it needs approval from the FCC. They believe a filing would be required at least three months prior to an actual product launch. They believe one of the issues that is taking AAPL some time to figure out is its go-to-market strategy. It could participate the traditional way by partnering with carriers like Cingular. However, they believe AAPL is also exploring a vertically integrated model and user experience similar to both its iPod + iTunes and Mac businesses. Firm thinks with a mobile virtual network operator, AAPL would have tighter control over the user experience. They think AAPL could enter the cell phone market as early as mid-2007, but more likely in 2008-2009. In the meantime, firm anticipates MOT to continue introducing iTunes cell phones and AAPL could sign up new iTunes OEMs.