AT&T seems to have forgotten how many customers they gained by being the only network to offer iPhone for a long time. Now that they've got those users, it's easy to take them for granted, and wish they'd done things differently. Had they not offered an unlimited data plan in the beginning, Apple may have went with another provider. Apple benefits from commoditizing industries adjacent to their main: hardware.
Mobile internet access is a commodity, just as wired internet access is a commodity. Most ISPs today advertise UNLIMITED LIGHTNING FAST DOWNLOAD SPEEDS, knowing that their network can't support everyone downloading at that speed at once.
It's like gym memberships. Gyms can't support all of their members showing up at the same time. In fact, they profit on the fact that most people underutilize their membership. What gyms don't do, is harass, limit, and double charge members who show up every day, to work out and get their money's worth.
Mobile internet access is a commodity, just as wired internet access is a commodity. Most ISPs today advertise UNLIMITED LIGHTNING FAST DOWNLOAD SPEEDS, knowing that their network can't support everyone downloading at that speed at once.
It's like gym memberships. Gyms can't support all of their members showing up at the same time. In fact, they profit on the fact that most people underutilize their membership. What gyms don't do, is harass, limit, and double charge members who show up every day, to work out and get their money's worth.