The success of the Apple(AAPL) iPhone has translated into millions of new customers for exclusive U.S. carrier AT&T. (T) But a Senate panel on Wednesday explored what impact such exclusive agreements have on wireless prices, innovation and competition.

Paul Roth, head of retail sales for AT&T - the only big carrier that testified - made the case that exclusive arrangements help spur innovation, noting that there are now more than 30 smartphones competing with the iPhone. Those sorts of competitive responses help keep prices in check and also give consumers plenty of choices, he argued.

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