Analysts say it must decide whether to keep catering to the high end of the phone market, reaping fat profits from relatively fewer sales, or offer something cheaper to compete with lower-cost alternatives like Samsung's phones.
And hey, if you're truly bummed out about having to use a solid plan on a middling handset, you can always swap the SIM card into a nicer T-Mobile phone and reap the savings month after month.
There are more than 80 million mothers in the United States, and as we honor them this weekend, businesses like restaurants, florists, jewelers, card shops, bookstores and phone companies are reaping the benefits.
On Emmerdale, young Belle Dingle has made the leap from bottles of hard liquor to saucy phone pics, and is reaping the rewards of them being plastered all over Facebook (4chan hasn't yet reached the Dales).
Research In Motion put Xscale into its BlackBerry, but cell phone makers were leery of Intel's reputation in PCs for reaping most of the profits and leaving boxmakers with less.
You cannot turn on your TV, radio, speak on the phone, play a video game or even cook food or drive a car without reaping direct rewards of the space program.
Kenya is seeing a rapid rise in the number of mobile phone apps built by local designers - and both farmers and cash-strapped councils are reaping the benefits.
Because of Apple's reticence (or inability) to release the phone to the clamoring masses in Korea, Malaysia, and so on, other players have jumped at the opportunity, and are reaping the benefits.
It is already reaping benefits.
But speculation is reaping rewards.
