Before the iPhone launch, Apple needed a partner. Naturally, Apple opted to approach Verizon first, it being the largest and arguably most highly regarded carrier in the U.S. Verizon, however, balked at Apple's offer. Specifically, Verizon didn't want to cede any control to Apple. Cingular (now AT&T), meanwhile, needed a big smartphone exclusive to remain competitive, so it was more than willing to agree to Apple's typically stringent demands. As a quick example of Apple's demands, Apple insisted that the iPhone would only house its own logo, not that of a carrier.