Apple could, but chose not to. I'm one of not just a few people who would have happily ponied up $600 for an unlocked iPhone direct from Apple, mostly because

Apple could, but chose not to. I'm one of not just a few people who would have happily ponied up $600 for an unlocked iPhone direct from Apple, mostly because I could then use it with both my Softbank and AT&T accounts. As is, I have to do the unlock dance, and have a phone that crashes semi-randomly. I'm very unlikely to buy another iPhone again, at least not unless they sell them as unlocked handsets, and I'm also unlikely to use it with AT&T. Shitting on your customers is such a stupid strategy.