NEW YORK (AP) — T MOBILE US INC (NYSE:TMUS) said Friday that it is temporarily eliminating upfront payments on new phones, but it is increasing the prices for some models through higher monthly payments.
Unlike rival carriers, T MOBILE US INC (NYSE:TMUS) charges the full retail price of phones, spread over two years, but reduces monthly service fees for voice, text and data. AT&T Inc. (NYSE:T), Verizon Communications Inc. (NYSE:VZ), Sprint Nextel Corporation (NYSE:S) and others typically charge $200 or so up front for high-end phones and make up for the rest of the phone’s cost through higher service fees over the life of a two-year contract.
Under a new payment plan introduced in March, T MOBILE US INC (NYSE:TMUS) charges a down payment for the phone and monthly installments until the device is paid off in two years. For instance, customers pay $146 up front for an iPhone 5 and $21 a month for two years for a total cost of $650. That’s about the same price Apple Inc. (NASDAQ:AAPL) charges when someone buys the phone without a two-year contract for use at another carrier.
In eliminating the down payment, starting Saturday, some phones will be cheaper. For instance, customers will be paying $600 overall for Samsung Electronics Co., Ltd. (KRX:005930)‘s Galaxy S4, compared with $630 currently. Apple Inc. (NASDAQ:AAPL)‘s iPhone 5 will be $2 cheaper, at $648 overall.
But HTC CORP SP GDR REGS (OTCMKTS:HTCKF).‘s One will cost $600, up $40. Other higher-priced devices include Sony Corporation (ADR) (NYSE:SNE).‘s Xperia Z and BlackBerry Ltd (NASDAQ:BBRY).‘s Q10. T-Mobile said it was revising prices to reflect demand and other factors.
“Every time we have a chance to change pricing, we always make adjustments,” said Mike Sievert, chief marketing officer at T MOBILE US INC (NYSE:TMUS). “Some are going up. Some are going down. Each and every one is going to zero down.”
The promotion follows the introduction of new upgrade plans at three of the four national wireless carriers. T MOBILE US INC (NYSE:TMUS) started the wave about two weeks ago with its $10-a-month Jump program. For that fee, you get insurance to cover loss and damage and the right to upgrade up to twice a year. You pay a new down payment for the new phone when you upgrade, but remaining installments on the old phone are waived. As a result, it can cost you hundreds of dollars more than keeping the same phone the entire two years.