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TheStreet Open House

Tech Rumor of the Day: Apple

Updated from 6:59 a.m. EDT

AT&T (T - Get Report) is considering a $10 price cut for the iPhone's monthly service plan when Apple (AAPL - Get Report) introduces the newest version of the phone next month.

There is a "strong possibility" that AT&T will drop the entry-level price to $59 from $69, says Cote Collaborative analyst Michael Cote, an industry pricing strategist. The announcement, he said, will probably accompany the launch of the new iPhone on June 8, during Apple's World Wide Developers Conference.

The price cut would underscore the pressure AT&T and Apple are under to boost iPhone sales.

AT&T needs a way to reach beyond its core iPhone customers to people who might find it too expensive. Meanwhile, Apple may be looking to push iPhone sales beyond AT&T and toward other players like Verizon (VZ - Get Report).

But price cuts have always helped juice Apple iPhone sales, and if AT&T can convert more modest spenders to iPhone owners, both AT&T and Apple would be happy.

The lower-entry $59 price would trim 14% off the existing cost of the service plan, reducing the cost of a two-year contract by $240.

The current price of an iPhone including a two-year AT&T contract is a hefty $1,880.

"This price does not address the whole market," says Cote. And the price barrier has started to be a concern for Apple. For example, says Cote, "Wal-Mart iPhone sales haven't met expectations."

There has been a lot of speculation that Apple would someday introduce a $99 nano-iPhone to target people who can't readily afford the current iPhone. But Cote says he's not expecting a cheaper iPhone anytime soon. He does say that tinkering with the price plans signals that AT&T is eager to make some headway on affordability.

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