iphone unlocking, a question of PR, what would you do if you were Apple or AT&T?

iPhone unlocked to Tmobile

So the Apple iPhone has been well and truely software hacked by multiple people (credit to Engadget for the coverage).

Now if Apple are getting a percentage of the activations and monthly iPhone bills, they will start lossing money. Currently the soft mod is in the geek community but how long will it take for this to spread?

So if your Apple and AT&T's PR department what would you do? Would you ignore it and assume it won't reach the mainstream market or come out now with something? Also what would that something be? Would you attract more attention to the whole issue. Back to Apple, Would you consider some sneaky locking system via iTunes or the GSM network to over ride the current iPhone firmware, like Sony and Microsoft have done in the past?

Me, I would work hard on improving the service at AT&T and address some of the issues people have with their network. Then again, that 5 year contract means Apple are stuck to AT&T for the next few years. What does this mean for me? Well if it comes to the UK and its much cheaper, does 3g and could be used on Orange. I would be more likely to get it.

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