I think both Samsung and Google are trying to do that as well, but the problem is that the ship has already sailed. Apple is in this position because they bothered to make agreements with the carriers from the very beginning.Apple is the only phone that I'm aware of where the OEM takes burden of customer service. If you have problems with a non Apple phone your carrier or insurance if you have that is your only way to get help. Before someone mentions it yes I know Samsung has some stores but their support isn't even close to the level of Apple's support. You get someone who is mostly a sales person that has a little knowledge of phones to help.