ATT have sparked controversy this week with the news they will be discontinuing their unlimited mobile broadband plan for the iPad 3G from June 7th.
Up until this point AT&T offered customers a choice of two data plans: $14.99 for 250 MB of data per month or $29.99 per month for Unlimited data. But just over 1 month since the launch of the iPad 3G on April 30th, this has been revised significantly. Starting today the unlimited data plan has been removed and replaced with 2 GB for $25 per month. Whilst for the average consumer this is a significant amount, for many it is seen as another reason of justification for Apple to move away from AT&T as their sole US data partner for the iPad and iPhone.
However, there is a clause that may offer some comfort to users. Those who have bought or ordered their iPad 3G before June 7th can still sign up to the Unlimited plan including purchases from Apple’s Online Store. Those who have bought after the 11.59 PM cut off will not have the option of this plan.
Many see this as a prime example of the real need for multiple data partners in the US to trigger competitive pricing like in other countries. The UK for example has 4 different carriers allowing users real choice and an option to suit everyone. Something that is very much lacking in the US.
One has to wonder what Apple’s thoughts are on this issue. Steve Jobs himself described the two plans as a “real breakthrough” when he unveiled the iPad back in January. I don’t imagine he envisaged the breakthrough to last only 38 days.
