- The launch of the iPhone 12 has sparked a battle for US carriers to entice devices upgrades.
- AT&T, T-Mobile, and Verizon’s aggressive promotional pricing reflects the higher perceived lifetime value of attracting and retaining 5G wireless consumers.
Apple announced last week that its iPhone 12 would start at $799, but that won’t be the case for all US customers. The $799 starting price is part of a promotional deal with the major US wireless carriers AT&T, T-Mobile, and Verizon—for those wanting an unlocked iPhone 12, the price starts $30 higher.
Beside offering the $30 iPhone subsidy, AT&T and Verizon have also advertised deals in which certain customers can get an iPhone 12 for “free” (contingent upon factors such as trading in an old device and subscribing to an unlimited plan). A few days later, T-Mobile responded with