Apple, not the mobile network operators, is to blame for the non-arrival of the much-vaunted Motorola iTunes phone, Reuters reports.

It appears Cupertino's secretive marketing manners have shown up the difference between the way the partners deal with media.

Analysts asked Motorola mobile phone division president Ron Garriques why it did not in the end show its upcoming iTunes phone at Cebit.

The company explained that while it often shows products before they are ready to reach market, Apple CEO Steve Jobs doesn't.

"The first thing you're seeing here is a merger of two different industries with different ideas of launching products.

"Steve's perspective is that you launch a product on Sunday and sell it on Monday." he added.

He confirmed the company to be ready to ship two such devices, one in the first, the other in the latter half of the year. He also dismissed reports that carriers are not signing-up for the phone.

"They are fighting to be first to carry it," he said.