Deutsche Telekom’s (DTEGY.PK) T-Mobile’s plans to shake up the mobile industry will be brought to light at Tuesday morning’s event when the company will explain the lines written on the invitation that read: “We’re still a wireless company. We’re just not going to act like one anymore.”
But Apple (NASDAQ:AAPL) investors are more concerned with whether the iPhone would make an appearance at the event. While the device has already been confirmed to be heading to T-Mobile, the carrier badly needs to generate some positive buzz, and setting a launch date for Apple’s flagship phone and providing pricing information would accomplish that goal.
Its plan to change the status quo and end the contract and subsidy option that is the industry standard at the United States’ largest carriers like AT&T (NYSE:T) and Verizon (NYSE:VZ), will help. T-Mobile’s official launch of its 4G LTE network, which is also expected to be announced at the event, will likely give the company a boost as well. However, despite strengthening its lineup with other high-end smartphones, according to CNET, the iPhone is a critical missing piece of its portfolio puzzle…
Avi Greengart, who covers consumer technology for Current Analysis, thinks the iPhone “may be more important than ever. He told the publication that “T-Mobile not only needs the iPhone for subscriber retention, it is clearly hoping to use the iPhone to showcase the benefits of its new pricing and financing plans and pull subscribers from rivals.”
Earlier this year, T-Mobile’s Chief Executive Officer John Legere unveiled a new guiding philosophy for the company’s operations; as he noted in an interview with Reuters at the Consumer Electronics Show in January, he is now molding the company as the “uncarrier.” In his estimation, this strategy will create a perceived difference between itself and other companies in the industry, and attract customers from its larger rivals.
Thus far, T-mobile has declined to comment on whether the iPhone would be revealed at Tuesday’s event, although a representative has said “it was worth” attending. However, CNET did note that “it may be a pipe dream that the iPhone shows up” Tuesday because Legere hinted that at the Consumer Electronics Show the carrier would talk about its plans before launching the device. Greengart also gave a reason for why T-Mobile would not announce the iPhone; the carrier may be waiting on a broader deployment of its LTE and HSPA+ network before adding the device to its portfolio, he explained.
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