T-Mobile Is No Longer Using The iPhone For Its “Bring Your Own Device” Marketing Campaign



T-Mobile launched a new marketing campaign around the same time as the iPhone 5 launch. Called “Bring Your Own Device,” T-Mobile used Apple’s latest smartphone to demonstrate how customers can bring their unlocked devices from other carriers and use them on T-Mobile’s unlimited everything plan. Because Apple still hasn’t partnered with T-Mobile officially, the smaller carrier’s best bet is tempting unlockers with its attractive data pricing.

It’s only been a month into the campaign, but T-Mobile is already removing the iPhone brand from all marketing materials. Did Apple force T-Mobile’s hand? Not exactly.

The Wall Street Journal reports:

A T-Mobile spokeswoman said the reason for the change was a “natural progression” of the campaign. The company only used the imagery in September to capitalize on the excitement around the launch of the iPhone 5, she said.

The company is switching out the iPhone image for “other AT&T smartphone images”, the spokeswoman said. The program, which includes having demonstration iPhones in stores, hasn’t changed.

T-Mobile hasn’t had “direct communications” with Apple over the issue, according to the T-Mobile spokeswoman. It seems odd that T-Mobile would choose to ditch the iPhone so soon.

Translation: T-Mobile is no longer allowed to use the iPhone’s brand value to make T-Mobile money. Sad face.

TmoNews posted an internal T-Mobile memo yesterday that explains the change in marketing to employees. The wording is pretty strong for a “natural progression,” especially the “Apple iPhone name and image can no longer be used” part. But T-Mobile is sticking to its guns: nothing to see here, please move along.

That’s what they always say.

Source: The Wall Street Journal 

  • BWinski

    AT&T legal staff didn’t have anything else to do…