What's the Most Popular iPhone Color Being Ordered?

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Sept. 19 (Bloomberg) -- T-Mobile US Chief Marketing Officer Michael Sievert discusses the launch of the iPhone 5S and iPhone 5C with Emily Chang on Bloomberg Television's "Bloomberg West." (Source: Bloomberg)

First of all, you guys have been selling the iphone on pre-order the last few days.

This is an exciting launch for us.

Tomorrow is going to be a big day.

This is the first time there has been a major iphone launch where t-mobile has been a participant.

For us, it is a celebration.

How our pre-orders going so far?

I cannot give you numbers.

It has been available for a few days and we have plenty of orders.

We are anticipating the launch in the stores.

I think it is important for people to be able to touch and feel these devices.

The real launch date is tomorrow.

Any favorite color so far?

A little bit of a surprise.



Maybe it should not have been a surprise.

This is a big moment.

We have had the iphone5 for a few moments now.

I think this is a huge opportunity for people to switch , to question whether they have the right carrier.

There is a lot of pent-up demand for people, but they have been waiting.

They're waiting for a new device and this is their chance.

I would not have guessed that think would move to the forefront.

-- pink would move to the forefront.

Are you going to lose money?

Over the 24 months, we recoup the price of the device.

That is a level of transparency that our customers love.

There is finally a choice.

You can do business the old way.

They want to hide the ball on how much an iphone costs.

Or you can do business with us.

It is very transparent and simple.

You are paying for the device on the side.

We have compensated for that.

We reduce the price of our monthly rate plans.

You save over a two-year period $1000. this is the first iphone launch where there is real consumer choice.

At&t is offering the 5s 40 down -- for 0 down at.

Customers are coming to us and drove's. look at the second quarter results.

This idea of throwing away the contracts, throwing away the rules, letting you upgrade to the next device when you want is resonating with consumers.

Customers look at what they pay over the entire timeframe.

Even with that phone price, you are saving more than $1000. what they are doing is they are making you pay for the same phone twice.

The $22 a month they are collecting from you and then with the rate plan.

They are expecting that consumers will not know it.

But i want to asking about your ceo john leger.

He is a straight talking no- bs kind of ceo.

How has the impact of the brand?

He has really changed the strategy completely.

Look at where we are now versus where we were then.

A year ago, bashed we are outpacing everyone in the industry on growth.

-- we are outpacing everyone in the industry on growth.

This is an industry that is stupid and broken and arrogant and we are here to change it.

We will be able to grow our business for me do that.

We are putting customers first and letting them do business with us on their terms.

He set the tone for all of that change.

The phones are on sales in stores at 8:00. are you preparing for an onslaught?

We are ready.

We have 3000 stores.

This is a moment we are very prepared for.

We know how to handle volume and scale.

I mentioned the other day that with our zero down promotion in august combined with our on carrier value proposition it allowed us to deliver what we think was our biggest market share in our history.

We are ready.

We will be watching tomorrow.

This text has been automatically generated. It may not be 100% accurate.


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