A mobile phone with the Prada name.. Bloomberg Boot Camp, a report on today's technology. It has a sleek, black touchscreen ….and plays music and video. But instead of the Apple logo on the face…you'll find the name of the ritzy Italian fashion company…Prada. The phone is a collaboration between LG and Prada….and has been on sale in Europe and Asia. Now, LG Electronics North America CEO Michael Ahn says… it is coming to the U.S….

"We introduced the Prada phone in the European market in the second quarter of this year. We are successful there. We are introducing such a phone with TV functions in October." Have you announced a carrier for it? "Not yet." When will that come about? "Maybe September."

The Prada…when it was first unveiled outside the U.S….was even more expensive than Apple's iPhone…at 800 dollars. There is no word yet on what pricing will be when it is sold by a carrier here. About the success Apple has had with the iPhone so far, Ahn says…

"I know that Apple's iPhone is an interesting topic, and that is good for healthy competition in this market. It is good for healthy competition in this market. That is good for consumers and manufacturers and carriers."

LG says it has sold 10 million of its so called Chocolate phones….a number that happens to be Apple's sales goal for the iPhone next year. Bloomberg Boot Camp, I'm Fred Fishkin.