The loss of the exclusive contract for the iPhone would be a major loss for AT&T. Many consumers choose AT&T because of their exclusive contract for the iPhone. If those customers have alternative choices, they may leave especially if they received bad services on AT&T network. This loss of business will hurt AT&T's profitability and revenue. … "Loss of iPhone Exclusivity" has a significant impact, so an analyst should put more weight into it. "Loss of iPhone Exclusivity" will have a long-term negative impact on this entity, which subtracts from the entity's value. This statements will have a short-term negative impact on this entity, which subtracts from its value. This qualitative factor will lead to an increase in costs. This statement will lead to a decrease in profits. "Loss of iPhone Exclusivity" is a difficult qualitative factor to overcome, so the investment will have to spend a lot of time trying to overcome this issue.