The disappointing iPhone sales in Europe appear to have undermined the economic model that Apple has sought to impose. It was based on two points, 1) no subsidy from the operator on the purchase of phone, Apple has always refused to sell its products, and 2) Apple gets a percentage of subscriptions, the operators have found it difficult to digest.
Since then, this model was undermined, first by T-Mobile in Germany, which has subsidized the phone, then by O2 which did the same thing.
If Orange denies wanting to do the same thing, it seems they are preparing something and renegotiating the percentage of the subscription returned to Apple in order to decrease the price.
There is a rumour in Italy where that the phone will be sold much the same as other phones: with a subsidy and much less strict rules about sim unlocking.
Is this the end of the iPhone as we know it? Certainly not, it is most likely a second wind to take its place in the wider mobile market and escape its current niche market.
It must be said that Apple has found another way to earn money for the iPhone from the AppStore. Well managed, and widely supported by developers, it could create an economic model much more viable than the trickle from subscriptions while allowing Apple to keep the iPhone exceptional, the only product compatible with thousands of pieces of software that will create a mobile platform unparalleled in its class. But to prevail and become financially viable, this model requires that you have a very broad base of devices in circulation, requiring a change in Apple’s current marketing startegy.