APPLE'S IPHONE 5
For the first time ever, T-Mobile USA is offering Apple's iPhone in its stores. About a dozen people stood in the cold rain in front of the T-Mobile Manhattan store with minutes to go before the doors opened yesterday.
Chris Garron made her way from Queens to the store an hour before it opened to buy her 30-year-old daughter and 25-year-old son each an iPhone 5.
Garron walked in amid the usual applause of an Apple launch. But instead of the blue-shirted Apple employees, a T-Mobile staff adorned in pink Apple-approved T-shirts greeted her. On the front of each shirt: "The iPhone. It's here."
For T-Mobile, the iPhone 5 isn't just another flagship phone-- it's a gateway to the carrier's new way of thinking when it comes to its service plans. The iPhone launch builds upon its "Uncarrier" initiative, which involves abolishing service contracts and subsidies.
Executives concede that the change -- which notably requires consumers to pay full price for their smartphones -- will take time for customers to accept. But they're hoping that the iPhone and less expensive plans are enough to draw more people into stores and start a conversation about why it's a good deal.
"We've encountered some confusion," said Larry Petrone, district manager for T-Mobile's midtown Manhattan stores. "When they get past the idea that it's too good to be true, they really like it."
T-Mobile hopes the appeal of the no-contract plans will move its subscriber numbers in the right direction. The carrier released preliminary first-quarter figures earlier this month, having slowed the bleeding of so-called post-paid customers, or someone that T-Mobile defines as a person who pays for service at the end of the month.






























