By Aaron Pressman and Adam Lashinsky
May 24, 2017

Good morning. Aaron here filling in for Adam. I’ve been covering T-Mobile for the past few years, beginning just slightly after John Legere came on as CEO in late 2012, with all his outspokenness and his new ideas for shaking up the wireless market. It’s been an awesome story. What’s the old saying? First they ignore you, then they laugh at you, then they fight you? That’s been the path for T-Mobile as they’ve steadily sucked up almost all of the subscriber growth, revenue growth, and stock market growth in wireless.

Today, they’re at it again, with Legere’s trademark brashness. The carrier is trying to lure more switchers by promising to cover the unpaid balance on a recent Apple iPhone or Google Pixel model of any Verizon customer who defects. Legere’s got over 4 million Twitter followers so of course there’s a hashtag, too: #GetOutoftheRed. Watch it trend today, watch T-Mobile’s subscriber rolls trend for the next few months.

Aaron Pressman
@ampressman
aaron.pressman@fortune.com

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