T-Mobile enters the 5G iPhone giveaway battle a day after its rivals

It took a day, but T-Mobile US has entered the iPhone 12 giveaway sweepstakes.

On Wednesday, T-Mobile introduced its own free iPhone 12 offer for new customers, at least those with qualifying trade-in phones. The iPhone 12 retails for about $800, but carriers view that as a marketing cost in their quest for subscribers.

Apple Inc.’s introduction of its first 5G iPhones on Tuesday has sparked an immediate promotional blitz pitting T-Mobile against AT&T and Verizon, with each now offering free iPhone 12s to customers with unlimited data plans.

“It’s perplexing how T-Mobile didn’t have its iPhone offer ready until day two,” said Walt Piecyk, an analyst at Lightshed Partners.