Just as they did with Apple’s iPhone 7, wireless carriers have begun battling for the allegiance of fans of the new Google Pixel phone.
Introduced almost a month ago in two sizes by Google, the Pixel is the only phone that has the company’s new voice-controlled digital assistant. Much like the new iPhone, the Pixel also features a fingerprint reader, a 12 megapixel camera and a starting price of $650.
Initially, the Pixel can only be bought in stores or online at Verizon or Best Buy, as well as online from Google. But none of the Pixel phones are locked to a specific carrier. No matter where a consumer shops, the phone can still be used on Verizon, AT&T, Sprint, or T-Mobile.
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And that has ignited the latest round of marketing promotions—not quite as generous as Apple (AAPL) iPhone 7 promotions—but close.
T-Mobile, seeking a way to blunt to draw of Verizon’s exclusive, started its offer this week. Customers who have already bought a Pixel phone and sign for the carrier’s new unlimited plan, which starts at $70 a month, will get a $325 bill credit, paid out in monthly installments for two years.
The T-Mobile (TMUS) deal was accompanied by a storm of tweets from CEO John Legere. “Did you know you can avoid @verizon and use your Pixel the way it was meant to be used: on unlimited? Just bring it to @TMobile!,” he said in one tweet.
Verizon’s counter offer was slightly different. The largest carrier said new customers who switch to Verizon (VZ) and buy a Pixel will get a $400 credit if they trade in a recent smartphone at the same time. Existing customers can get $300.
For a comparison of the iPhone 7 and Pixel, watch:
The offers came as Google (GOOGL) received rave reviews for the Pixel as the best smartphone running the Android operating system. At the same time, Samsung (SSNLF) has had to recall its popular Galaxy Note 7 due to the phone’s unstable battery. And Apple customers are suffering from some delays on the iPhone 7 as certain models remain backordered.
For several weeks after the newest Apple phone went on sale, all four major carriers offered a free iPhone 7 with trade-in of a recent iPhone.