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The carrier contracts likely don’t give any leeway on that. They just provide the image and Apple has to show it.

Contracts never stopped Steve Jobs from doing what he thought was right for his customers.

I know he was sad to see his TV/Movies/VOD plans fall through and eventually the 'meh' Apple TV concept was born.

They most certainly did - like having Maps go out half-baked because they couldn't get a contract for what they wanted.