A 300-page iPhone bill from AT&T Mobility mailed in a box 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. Ezarik's video focused on the unnecessary waste of paper, as the detailed bill itemized all data transfers made during the billing period, including every email and text message. Stories of unexpected billing issues began to circulate in blogs and the technical press after the Apple iPhone's heavily advertised and anticipated release, but this video clip brought the voluminous bills to the attention of the mass media.

Ten days later, after the video had been viewed more than 3 million times on the Internet and had received international news coverage, AT&T sent iPhone users a text message outlining changes in its billing practices. The information technology magazine Computerworld included this incident in its list of "Technology's 10 Most Mortifying Moments".