T-Mobile has completely recreated its brand out of thin air over the last few years thanks to one bold decision: Putting the word “Un” in front of “Carrier,” declaring itself the polar opposite of the other networks, and watching the money flow in.

Of course, T-Mobile isn’t really all that different to the other carriers — heck, it just started charging taxes and fees again! — but that doesn’t stop us from getting excited about every new Un-carrier event. In the past, Un-carrier events have seen T-Mobile ditch two-year contracts and hard data limits, so people are understandably excited to see what happens this time around.

This Un-carrier event comes at a critical time for T-Mobile. It recently announced, after years of indicision, a plan to merge with Sprint. If the merger goes through, T-Mobile will gain a bunch of valuable spectrum just in time for 5G, and also lose its closest competitor (at least in terms of price).

But the other networks are also posing more of a threat than ever. Verizon and AT&T are working hard to beat T-Mobile to be the first to deploy 5G, and by matching T-Mobile’s aggressive pricing and new features, they’re hanging onto more and more customers.

In other words, this is going to be a critical Un-carrier event for T-Mobile. There’s been rumors and suggestions that we’ll see the launch of T-Mobile’s new TV service, which would give it a platform to rival AT&T and its DirecTV Now service, while putting Verizon to shame.

Either way, there’s just a few minutes left until the livestream starts at 11AM ET on T-Mobile’s website, so settle down, make sure your magenta sunglasses are on, and get ready for your biannual dose of overly-excited John Legere.

Chris Mills has loved tinkering with technology ever since he worked out how to defeat the parental controls on his parents' internet. He's blogged his way through Apple events and SpaceX launches ever since, and still keeps a bizarre fondness for the Palm Pre.