Apple is an interesting company because they are constantly changing how they do business. For example, in the early days of the iPhone, Apple sold its devices through carriers. However, they have started to sell their devices directly to consumers in recent years, bypassing traditional retail chains. This has led to a debate about whether Apple engages in disintermediation or reintermediation. Apple is cutting out the middleman by selling its devices directly to consumers. But, on the other hand, they are still selling their devices through carriers, just differently. In either case, Apple is constantly innovating and changing how they do business.