This IDC Flash summarizes the implications of the Apple iPhone and its impact on activation and customization of service plans. Largely unrecognized in the post iDay mania, iPhone is a radical departure in communications industry customer interaction. Before iPhone, mobile phone transactions are primarily an in-store experience. With iPhone, AT&T and Apple have applied the ecommerce technology of Synchronoss Technologies to create an automated self-service ordering process. After iPhone, the automated order process has deep implications for empowering different parts of the digital value chain. When users can activate or deactivate services on their own without a retail store visit, the cost-to-service drops dramatically, business models become very fluid, and affordable mass customization comes within reach.