You know what’s even better than having the hottest smartphone around? Being the only person you know who was able to get their hands on such a hard-to-come-by model. We’ve already seen luxury brands release “boutique,” “designer” handsets, ranging from the bank-breaking excess of Vertu to the just-out-of-reach Porsche Design BlackBerrys. That north of $1000 range is going to remain inaccessible to many smartphone shoppers, but T-Mobile seems to be trying to create a little buzz around some more affordable –but still of limited availability– smartphones, as it kicks-off T-Mobile Underground.
The carrier calls Underground a place for “exclusive and performance-centric devices reserved for the true enthusiast” with sales of “limited-stock devices and accessories.” That all sounds incredibly compelling, but for the moment the only phone there is the gold GS5 – and maybe T-Mobile really does only have a limited supply of this new color option, but considering how Samsung confirmed the phone for all the major US carriers, that’s pretty damn far from being a coup.
But maybe this is just the start, and Underground will evolve into something a little more substantial, with the sort of products that will really catch shoppers’ eyes. While the idea of carrier exclusives never really sat well with us, the notion of special editions of otherwise widely-available phones is quite a bit more palatable, and we’re curious to see what comes of this effort.