Sprint took a gamble on the iPhone last fall. In exchange for getting the iPhone 4 and 4S on its network, the company agreed to pay $15 billion in subsidies over the next four years. The company acknowledged that it pays 40% more to subsidize the iPhone than it does for Android, BlackBerry, and Windows Phone handsets. To get shareholders on board, Sprint CEO Dan Hesse actually gave up $3.25 million in compensation.
It looks like Sprint’s investment may be paying off in unexpected. A new study by the Yankee Group revealed this week that the iPhone has a halo effect for carriers as well as it does for other Apple products – an effect that dramatically changed public perception of Sprint once it began carried the iPhone.