You are probably correct that Apple doesn't give a damn about what we pay for mobile data in Canada, but I think you're underestimating the negative effect this will have on Apple's brand in this country. A few horror stories in the media about parents facing $1,000+ bills for their teenager's iPhone can't help either Apple or Rogers and may very well get noticed outside Canada. Fortunately for Rogers they're a defacto monopoly, so they don't care. Unfortunately for Apple they're constantly having to justify their pricing, and Rogers' gouging is going to stick to both parties. I suspect this has caught Apple by surprise, and they're probably wondering if it's too late to detach themselves from Rogers and wait for a new GSM entrant -- hopefully next year. The only action we (as consumers) can really take is to just not buy the thing.