Choice Comes to iPhone Market Today

Mike Sievert
Chief Marketing Officer

Today is a pivotal moment in the wireless business, not just because the latest and greatest iPhones begin selling, but because something is very different this time around.

This is the first time that T-Mobile has been able to join an iPhone launch party. And we’re celebrating in a big way with some pretty cool introductory offers on iPhone 5s  and iPhone 5c.
As you undoubtedly know by now, we’ve been doing things a little differently at T-Mobile, with no annual service contracts, no data limits on our nationwide network, and no more waiting two years for affordable device upgrades. This “Un-carrier” approach has visibly resonated with consumers, and it’s sparked many defections from the old-guard carriers to T-Mobile. In fact, T-Mobile has reported that it led the U.S. wireless industry in the second quarter with 685,000 branded postpaid phone net additions. That was better than AT&T, Sprint, or Verizon.

I think this trend is going to continue, and I’m betting that there is considerable pent-up demand to switch to T-Mobile. We think consumers are absolutely fed up with the utility company ways of AT&T and the other old-guard carriers, and are looking to switch, but some haven’t moved yet. That’s because many may prefer to switch carriers at the same time as they switch devices. Others may still be held back by their carrier’s term contracts. Over the next few months, millions of customers on older iPhones and other models will be looking at the new devices and, at the same time, questioning whether they are with the right carrier. We’ll be ready to welcome them to the new way wireless is done – the Un-carrier way.

This time around, with new iPhones hitting the market, there’s a real choice for consumers. With T-Mobile in the mix, people no longer have to auto-click on overpriced plans and restrictive two-year contracts to get the latest iPhone at an affordable upfront price. That’s a big deal. It means they can choose real freedom and flexibility. It means they can get all the data they want without breaking the bank. And it means they can upgrade when they want, not when they’re told with JUMP!(TM), up to twice a year after six months.

T-Mobile is so excited to be a part of this launch that we are celebrating it by offering iPhone 5s starting at a promotional $99* down with 24 equal monthly payments of just under $23 for the 16GB model and iPhone 5c starting at a promotional $0 down* with 24 equal monthly payments of $22 for the 16GB model, with our Simple Choice Plan.

This is exciting stuff for consumers. What do you think? Are there a lot of people out there who’d love to join our T-Mobile Un-carrier movement but have been waiting for the next big phone launch to switch?  We think so, and we’re ready to serve up a better wireless experience for them every day.


* If you cancel wireless service, remaining balance on phone becomes due. Down payment plus $22.91 for 24 months for iPhone 5s, total $648.84; and $22 for 24 months for iPhone 5c, total $528. APR O.A.C. for well-qualified buyers. At participating locations; not available in Washington D.C.


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