Steve Jobs rejected proposal to include iTunes gift cards with original iPhone

Former Apple executive Neil West has shared an anecdote regarding a rejected proposal for the original iPhone launch. West, who spent 16 years at the company in various leadership roles, revealed that he had proposed including a £10 or $10 iTunes gift card in every new iPhone box.

According to West, the initiative was intended to provide a “surprise and delight moment” for new customers while simultaneously serving as an effective way to introduce the iTunes Store to millions of new users during the service's early stages. Despite the potential benefits for both consumer engagement and platform growth, Steve Jobs rejected the idea.