If you don't have use cases (ie, apps) for data, what would you gain from unlimited data?
We had plenty of use cases for unlimited data.
For instance, many of us had Slingboxes so we could watch our home cable channels on our smartphones from anywhere in the world. The iPhone couldn't do that until years later.
We also had music, videos, Shazam, Google Maps, web browsers, music, you name it.
You could always get plans without any data. They just wouldn't come with $500 subsidies, but that's life, you can't have your cake and eat it.
In the US, most if not all carriers require a data plan if you want to activate a smartphone even for voice. That used to be unnecessary before the iPhone changed things.
You mean you could download apps from anywhere as long as it was the carrier store instead of the phone OS maker's store?
It's clear that you did not have a smartphone back then. It was only dumbphones that were limited to carrier stores.
Smartphones could download apps from any app store or website.
It was in fact pretty ironic that Steve Jobs complained about carrier walled gardens, when his own intentions turned out to be to build an even higher walled garden.
If it wasn't subsidized, then why did you have to sign a new 2 year contract to use it? I seem to remember that it was a 2 year contract that did not affect your phone subsidy usage, so you could still get another subsidized phone but why the insanity of a contract if you weren't getting it subsidized???
Because Apple was taking people's subsidy money in
addition to charging for the phone purchase. (Instead of setting $12 a month aside for you to use, AT&T made a deal to give that money to Apple as a "monthly royalty".)
Unfortunately for Apple, unlockers made it possible to buy an iPhone to use elsewhere, and Apple would never see that monthly payment from AT&T. So as soon as their first year contract was up, they switched to the usual subsidy model where Apple got paid up front. That's also when Apple turned dead against jailbreaking and lobbied against its legality.