<p>Denver wireless retailer Van Yip received exciting news last year: He would get to sell the iPhone.</p><p>It turned out that his customers weren't all that thrilled.</p><p>Mr. Yip's problem is that he sells no-contract cellphone plans, which don't allow for the large subsidies that national wireless carriers use to bring down the price of phones. His challenge selling Apple Inc.'s iPhone, which costs $500 for the latest model at his stores, reflects the broader headwinds that bigger cellphone companies face as they experiment with shifting the cost of smartphones to their customers.</p><p>Mr. Yip sells phones on behalf of ...</p><p><a href="http://online.wsj.com/article/SB10001424127887323293704578332691947303874.html">Keep reading...</a></p><p>Read also:</p><p><a href="http://www.reuters.com/article/2013/02/28/net-us-leap-shares-iphones-idUSBRE91R1D320130228">Leap shares fall on concerns about slow iPhone sales</a> (Reuters)</p><p><a href="http://www.fool.com/investing/general/2013/02/28/this-carrier-cant-get-the-iphone-soon-enough.aspx">This Carrier Can&#039;t Get the iPhone Soon Enough</a> (Motley Fool)</p><p><a href="http://allthingsd.com/20130228/leap-iphone-sales-more-of-a-worrisome-hop/">Leap iPhone Sales More of a Worrisome Hop</a> (All Things Digital)</p><p>Explore: <a href="http://news.google.com/news/more?ncl=dLTA6rMUQuFZqWMtJ32x0NU2lbb2M&ned=us">46 additional articles.</a></p>