Did Apple’s iPhone Save T-Mobile?

iPhone 5 2012Apple’s (NASDAQ:AAPL) iPhone may have played a key role in helping the U.S.’s fourth-largest carrier retain a large number of its subscribers according to a recent study conducted by the market research firm Consumer Intelligence Research Partners reports the Wall Street Journal. The study indicates that T-Mobile was able to keep approximately 300,000 to 400,000 of its current customers from migrating to other carriers due to the addition of the iPhone.

The estimated number is based on a survey of 500 phone activations that took place between April and June of this year, of which 75 were on T-Mobile’s network. T-Mobile began officially carrying the iPhone in April of this year, although many subscribers were already using unlocked iPhones on T-Mobile’s network. T-Mobile was the last of the four major carriers to offer the iPhone after Verizon (NYSE:VZ), Sprint (NYSE:S), and AT&T (NYSE:T).

According to CIRP’s study via the Wall Street Journal, about 36 percent of T-Mobile’s subscribers are now using the iPhone. The study estimates that before T-Mobile made a deal with Apple, only 22 percent of T-Mobile’s subscribers were using iPhones.

T-Mobile has been quick to adopt new pricing schemes in order to gain market share. Earlier this year, T-Mobile began selling phones to new subscribers for the unsubsidized prices. However, the carrier also lessened the initial high cost of the phone by spreading the cost into a monthly fee. More recently, T-Mobile introduced the “JUMP” upgrade plan that allows its subscribers to get a new phone every six months for a $10 per month fee.

Here’s how Apple closed out the trading week.


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