Sprint plans to offer the iPhone 5 in mid-October, Bloomberg reports, extending its unlimited data plan to Apple’s highly-anticipated device.
According to Bloomberg, Sprint will sell iPhone 5 to distinguish itself from competitors AT&T and Verizon, citing people familiar with the matter.
Sprint, the only carrier to offer unlimited data plans at $100 per month for voice and data, hopes the iPhone — paired with its cost-effective plan — will draw subscribers at a time when it is struggling to compete with larger rivals.
AT&T and Verizon, by contrast, switched to tiered data plans ranging from $15 to $80, on top of a $70 a month voice service.
But Sprint CEO Dan Hesse earlier said he will cancel Sprint’s unlimited data offering if it proves too taxing for the network.
“If I have an all-you-can-eat buffet, and the entire New England Patriots football team shows up for dinner, it’s going to run me out of business,” he said.
Sprint has seen customer and profit losses for 15 consecutive quarters and may drop to a distant last place in the market if AT&T’s merger with T-Mobile wins approval.
Meanwhile, Verizon’s profits surged after it started selling the iPhone in February, a boost Sprint may also see if it sells Apple’s new smartphone this October.