A 300-page iPhone bill from AT&T Mobility mailed in a box[1] was the subject of a viral video made by YouTube personality Justine Ezarik, best known as iJustine, which became an Internet meme in August 2007.

Ten days later, after the video had been viewed more than 3 million times on the Internet[7][8] and had received international news coverage, AT&T sent iPhone users a text message outlining changes in its billing practices.

[14] Detailed billing itemized every data transfer, including background traffic for e-mail, text messaging, and web browsing.

"[17] However, it was the release of Justine Ezarik's video that acted as a catalyst to bring widespread media attention to this aspect of the iPhone story.

[20] The rest of the video, set to the distinctive music used in American iPhone television commercials, shows her opening the box and flipping through the pages in fast motion.

"[3] Ezarik is a heavy user who typically sends and receives tens of thousands of text messages a month, which generated an exceptionally long $275[3] bill – 300 double-sided pages that had to be sent in a box with postage charges of $7.

He contrasted how telephone billing considers every action a separately billable event, while the Internet model is based on a flat fee for best-effort delivery in connectionless mode transmission.

[10][11] Rob Enderle, a Silicon Valley tech analyst also echoed Ezarik's environmental activism, saying, "AT&T should get a new tagline – use AT&T, kill a tree.

"[3] According to blogger Muhammad Saleem, Apple's aim to have 10 million iPhone users by the end of 2008 would require the logging of about 74,535 trees annually, assuming an average 100-page monthly bill.

[26][33][34] An editorial in The Blade, an independent newspaper in Toledo, Ohio called the detailed billing "absurd and environmentally wasteful".

[37] The original Ars Technica blog posting, on the other hand, dismissed privacy concerns, showing that the detail pages do not contain sensitive information.