IPhoning?

Forbes reports the rumour that Apple is not only working together with Motorola to develop a new phone tuned to iTunes but that they're also looking into launching an Apple phone network. Nobody expects Apple to build a new network (they couldn't without a license anyway, and as far as I know, the FCC's not selling new licenses and Apple's not in a position to bid for an existing network), rather the expectation is that they would do a deal with Sprint (this is what Disney has done). This way they could brand Sprint's network and sell the service as their own.

I'm not sure about the logic of this one. Most virtual network operators in Europe operate at the bottom end of the market and that's one place where I can't imagine Apple wanting to operate.

On the other hand, the American celular market is markedly different from the European market. Most of the European virtual network operators are companies with strong distribution/retail networks while the US market is apparently going to be served with high profile brands hoping to push content. I feel that the Europeans have a better model - just look at the attempts made by content owners at setting up proprietary portals and ISP's during the dot com era.