Number one in consumers’ eyes
While Verizon still reigns supreme as the largest carrier by subscriber base, T-Mobile tops the brand/image rankings.
The number-two carrier has spent 13 years inching up on Verizon. Now, per investment-banking company TD Cowen, it has overtaken the giant, with AT&T within striking distance of Verizon in third place.
We asked our readers what T-Mobile must do to maintain its lead. The responses were telling.
Delivering on promises
Of the 653 readers who responded, 307 (47%) believe T-Mobile should keep prices stable to avoid sliding down the image ladder. Another 250 (38%) suggest the company offer generous discounts, while 96 (15%) recommend greater transparency.Interestingly, these are the very principles that originally fueled the Un-carrier movement.
Re-carrier
T-Mobile‘s ascent and its 5G leadership mean it no longer feels the need to offer extreme value to drive growth. The company has been breaking its Un-carrier rules by raising rates, backtracking on price lock guarantees, reintroducing tax-exclusive pricing, and thinning out discounts.
Aggressive pricing, network supremacy, and customer service were the pillars of its reputation.
According to TD Cowen, customers still view T-Mobile as more affordable than its rivals. Interestingly, AT&T was perceived as the most expensive, despite its rates averaging $5 lower than Verizon‘s.
T-Mobile’s lowest price perception comes as no surprise as this has been well established over the years and reflects reality. However, we were a bit surprised by the top result as the actual rate cards show Verizon is typically the highest priced by ~$5 over AT&T, who is then on average ~$5 higher than T-Mobile.
TD Cowen, April 2026
No one is invincible
T-Mobile has been directly and indirectly raising rates and force-migrating some customers from cheap legacy plans to newer ones.With AT&T and Verizon rolling out 5G SA, T-Mobile‘s 5G lead is eroding. Meanwhile, the mandatory use of the T-Life app and a push toward a self-service model are souring customer sentiment.
In short, T-Mobile is retreating from the very strategies that boosted its image.
No longer the underdog
T-Mobile cannot realistically offer the same rates it did a decade ago.
