Last month, we saw T-Mobile really step up its game when it came to courting users interested in bringing their own hardware to the carrier, specifically when it came to the iPhone. That seemed like a bold move in a country so enamored with subsidized phone pricing, but T-Mobile made a strong case for its unlimited service being a better value than comparable plans from the other major carriers with iPhones of their own to sell. It’s now looking like maybe Apple wasn’t too keen to see T-Mobile promoting the iPhone on its own like this, as a leaked T-Mobile screenshot shows some significant changes to T-Mobile’s strategy.
According to the memo, T-Mobile’s advising its employees not to use the name iPhone or images of the handset in any more of these campaigns. While it doesn’t say so outright, that sounds a lot like what we’d expect to happen if Apple’s lawyers handed T-Mobile a bunch of cease-and-desist letters.
Beyond that, it looks like the whole program is getting refocused from Bring Your Own iPhone to the more generic Bring Your Own Device. Despite these changes, T-Mobile should still be keeping iPhone hardware on-hand in stores, in order to show customers how the smartphone operates on T-Mobile’s newly re-farmed 1900MHz spectrum.
Assuming Apple really was behind this change, do you think it was in the right to demand T-Mobile cut it out, or is what we’re describing here excessive?