I think in the end, they well. They want to sell more phones, right? Most people won't buy a $500 or $700 phone. Look at sales for the first iPhone. Proves my point. Apple wants better sales numbers, so does AT&T. Remember, people have a choice and their ETF is probably cheaper at this point than if they were to stay and get the new phone. They've done it in years past too. Something to keep in mind.