T-Mobile won't -- or maybe can't -- stop.
The nation's fourth-largest wireless carrier said that it will lock in the monthly price of $15 for anyone buying an iPhone today with an intent to upgrade to the next iPhone later this year.
It's the latest -- and last -- in a series of incentives laid out over the last several weeks to entice customers to switch to the "Uncarrier." It's part of a campaign called "Uncarrier Amped," which adds tweaks to prior programs and features. The new feature comes amid intensifying competition as carriers look hang on to their base of subscribers.
T-Mobile has been unusually aggressive over the last few weeks. It kicked things off with a tweak to its upgrade policy, allowing you to upgrade your, then opened up its borders to allow its customers to use their , and finally with more data (while eliminating one of its unlimited data options).
The first feature, called Jump on Demand, gives customers the ability to lease a phone for a monthly price. T-Mobile offered a promotional monthly fee of $15 a month for anyone buying an iPhone, undercutting the $20 leasing fee Sprint charges. Sprint CEO Marcelo Claure has knocked T-Mobile for misleading consumers about the price increase that occurs after customers upgrade to a new phone.
T-Mobile addressed that on Tuesday by offering a price lock of $15 for anyone buying an iPhone before Labor Day so that the monthly fee remains at the same price even after the customer upgrades to a new iPhone later this year.
"We're in the time of year when customers are on the fence about buying a new phone - for fear that it'll be a generation old in just a few months," T-Mobile CEO John Legere said in a blog. "We're eliminating that worry completely for iPhone lovers."
The company also added Apple Music to its Music Freedom program, which lets customers stream music without it going against their data limits.