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Competition is finally forcing AT&T to lower iPhone prices

Published Jun 3rd, 2016 9:30AM EDT
iPhone 7 Plus Price
Image: iPhone 7 Concept

The iPhone’s price may not have changed in the past few years, as Apple is still looking to maintain its high margins on its best-selling product. But Apple and its carrier partners have found all sorts of methods of making it look affordable. If you’re already planning to buy the iPhone 7 when it comes out this fall, you better make sure you check out AT&T’s offers. Feeling the pinch from T-Mobile’s aggressive pricing schemes, the carrier is reportedly working on some strong promotions for Apple’s newest iPhone family.

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Thanks to its Uncarrier initiatives, T-Mobile has seen an impressive growth in recent quarters at the expense of the competition. AT&T has been hurt the most, and it’s looking to prevent similar losses in the future. In the first quarter, T-Mobile gained 877,000 postpaid phone subscribers, while AT&T lost 363,000. Verizon only lost some 8,000 customers, and even Sprint gained subscribers (22,000 in total).

As such, AT&T is “loading the cannons,” Nomura Securities says, and that includes offering great iPhone 7 promotions this fall.

“We believe AT&T is loading the cannons to defend a slightly lower-tier slice of its mobile subscriber base,” Nomura analyst Jeffrey Kvaal wrote in a research report seen by Investor’s Business Daily News. “We expect strong second-half promotions across mobile and DTV, including Sunday Ticket, DTVNow, and the new Apple iPhone.”

Naturally, the iPhone 7 promotions will likely be the most popular products this fall, when the phone launches. That doesn’t mean AT&T will be the only carrier to watch this fall when Apple starts selling the new iPhone. T-Mobile will certainly come out with great offers for new buyers, just as it did last year, and it’s likely Sprint, and Verizon won’t watch from the sidelines.

Chris Smith Senior Writer

Chris Smith has been covering consumer electronics ever since the iPhone revolutionized the industry in 2008. When he’s not writing about the most recent tech news for BGR, he brings his entertainment expertise to Marvel’s Cinematic Universe and other blockbuster franchises.

Outside of work, you’ll catch him streaming almost every new movie and TV show release as soon as it's available.