T-Mobile US has begun herding more than 8 million customers off legacy plans and onto costlier “Experience” tiers, the most aggressive pricing shake-up in the company’s history. The move effectively buries the “Un-Carrier” positioning that once defined the carrier’s disruptive identity. For parent Deutsche Telekom, which draws the bulk of its group profit from the American unit, the migration is a high-stakes bet on customer loyalty and long-term average revenue per user.
Affected subscribers—those still on old Magenta, ONE, and Simple Choice tariffs from the 3G/4G era—started receiving notifications two weeks ago. Monthly bills rise by as much as $6 per line, with voice lines absorbing the full increase, while watch and tablet lines see a $3 bump and 5G home internet customers also pay $6 more. T-Mobile pegs the average adjustment at $4 per line. To cushion the blow, the company is introducing more than 62 new rate plans to replace roughly 1,100 legacy codes, coupled with a five-year price guarantee and bundled streaming offers. Customers keep their free additional lines and existing tax structures.
The timing is awkward: this is the third pricing squeeze T-Mobile US has imposed in 2026 alone. In April it slashed device subsidy limits from four to two lines, then forced Magenta Plus and MAX subscribers onto Go5G Plus without an opt-out. The current migration, which began this week, is the largest forced tariff conversion in the carrier’s history and marks a definitive break from the “Un-Carrier” ethos that former CEO John Legere used to spur growth.
Competitors are already circling. AT&T and Verizon have launched targeted win-back campaigns aimed at frustrated T-Mobile customers, seeing the 8 million repriced subscribers as a ready pool of potential switchers.
Should investors sell immediately? Or is it worth buying Deutsche Telekom?
For Deutsche Telekom shareholders, the near-term price action offers little clarity. T-Mobile US shares closed Monday at $26.73, and the parent’s stock slipped 0.3% on Tuesday to €26.65. The week-to-date gain of 3.29% masks deeper damage: the stock is down roughly 4.4% year-to-date and nearly 13% over the past twelve months. At €26.65, the equity sits 22% below its February 52-week high of €34.35, though it retains a 13% cushion above the June low of €23.54. Market capitalisation stands at €122.6 billion.
Technical indicators paint a picture of nervous equilibrium. The relative strength index at 52.4 is neutral, but annualised volatility of 31.28% signals persistent uncertainty. The stock trades below both its 50-day moving average of €27.36 and its 200-day average of €28.74, leaving any sustained recovery dependent on fundamental catalysts.
The first hard test arrives on 23 July, when T-Mobile US reports second-quarter earnings at 7:30 a.m. Eastern Time. The release will provide initial data on customer behaviour under the new pricing—specifically, how many subscribers churn rather than accept higher bills. The financial impact will become visible in August, when the first elevated invoices land on customers’ doorsteps just ahead of the autumn smartphone launch season.
Deutsche Telekom publishes its own quarterly figures on 6 August. Until then, every data point from T-Mobile US will dictate the direction of the Bonn-based group’s shares. The migration may boost revenue per user if enough customers stay, but the risk of an accelerated churn spike has turned the summer into a pivotal proving ground for the company’s growth narrative.
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