United States Cellular Corporation is the fifth largest mobile network in the United States (following the merger of T-Mobile and MetroPCS) and serves about 5.8 million customers across 126 markets in 26 U.S. states.
We have a number of strategies in progress to increase loyalty and attract more customers, including our announcement today that we will begin offering Apple products later this year. By further strengthening our device portfolio, we'll give consumers another great reason to switch to U.S. Cellular, and enable our existing customers to choose from an even wider variety of iconic smartphones, and enjoy the outstanding U.S. Cellular customer experiences they deserve. Our smartphone penetration is currently 43 percent of core market customers and growing quickly. We believe there will be strong, ongoing demand for smartphones and data products and services from our customers, and we have significant room for growth in this area.
U.S. Cellular announced in November of 2011 that it had turned down the iPhone because Apple's "terms were unacceptable from a risk and profitability standpoint."