What happened to T-Mobile's ‘un-carrier’ edge?

T-Mobile deserves credit for rolling out edgy “un-carrier” moves over the years, but lately, it seems to be going backwards. Take the recent rollout of the Experience More and Experience Beyond plans. They’re advertised as $5 less per line than previous Go5G plans. But T-Mobile is no longer offering these new plans with “taxes and fees included,” which was an “un-carrier” move that T-Mobile launched in 2017. “The un-carrier spirit has been slowly disappearing,” said Roger Entner, founder of Recon Analytics. “The un-carrier is dying a slow death and still waiting for an EMT. ”The fact is T-Mobile is no longer a scrappy upstart. It’s one of the “Big 3,” competing as a peer with Verizon and AT&T. In fact, it’s right in the middle if you measure size by number of postpaid phone subscribers, and T-Mobile will gain even more customers, assuming regulators approve its acquisition of UScellular’s 4 million customers.