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Globe Telecom has been reaping the fruits of its exlusivity of carrying Apple's iPhone since the iPhone 3G. Forget that it is the device that revolutionized how we use mobile phones today, Apple's mobile phones at least on the marketing side have changed how consumers choose their carriers.

Before when a person decides to buy a phone, they would go to any carrier and buy the phone from a carrier that has the best bang for the buck. Considerations like how much upfront cash out is needed to get the phone (carriers subsidize a part of it), what freebies does one get from the purchase and which carrier most of his or her friends are on. Although that is still mostly the case today, the iPhone is just one of the few (if not only) phones where people would go to a certain carrier to get a specific phone.

For those that want it, they have already decided they will buy an iPhone. Globe Telecom gets their business because of the exlusivity and the consumer just chooses what postpaid or prepaid plan that work best for him or her.

It is already expected that soon Globe will start making the iPhone 4S available to their subscriber base. This tech blog quotes a Globe executive that said the device should be available next week.

However, it appears that another carrier has set their sights on that hot product as well, if this report is to be believed.

Manuel V. Pangilinan, chairman of Smart’s parent firm Philippine Long Distance Telephone Co., confirmed that Smart was in talks with Apple to launch the latest version of the iPhone—iPhone4S—before yearend.

Similar to what happened to bigger markets like the United States, Germany and Canada, consumer electronics giant Apple has abandoned the regime of exclusive iPhone distribution.

It can be recalled that when Steve Jobs passed away, Smart's website featured a tribute to the tech visionary. This only fueled speculation that Smart was making moves to win Apple's favor.

Although they are saying that they will be offering iPhone 4S to their premium subscriber base at the onset (read: rich kids), this paves the way to competition at least in the area of high end smart phones, voice calls quality, internet connectivity and other value added services.

Since the launch of iPhone through Globe Telecom, users have been complaining about their spotty and slow 3G coverage. A local Apple-focused internet forum, PhilMUG, has multiple threads detailing their grievances.

The heat is on and it looks like this development will ultimately benefit the consumer.

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11/30 Update: Globe Telecom has started taking pre-orders of iPhone 4S through a website. They beat Smart Communications on this one.

12/02 Update: Not to be outdone, Smart Communications, too, has started taking pre-orders through their website. On it, it has a date of, "12.16.11," presumably the day when the phones will be available to eager PH hands. Oh, this is starting to become really interesting.