The iPhone was the first smartphone in the world to launch without any interference from carriers. In exchange for exclusivity, AT&T agreed to let Apple handle everything about the phone, including the software and marketing. That’s why the iPhone comes without any bloatware, not including Apple’s, and has no carrier branding on it, like other phones. The only place the carrier is allowed to display its name is in the top right corner of the iPhone. But that’s almost going away with the iPhone X.
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