Resellers for Apple Inc. want their iPhone. They want to sell it, that is. Not only has the maker of the 3G mobile device refused, it has granted Wal-Mart distribution rights. The company’s got some ’splainin’ to do.

In Apple’s earnings call this week, acting CEO Tim Cook tried his best, saying the decision was justified by the retailer’s reach — even beyond the Apple and AT&T stores.

While this strategy may be prudent for reaching the mass consumer market, resellers are holding out hope for their payday when the iPhone sales strategy moves more toward enterprise sales.