AT&T (NYSE:T) has launched a major iPhone sale. This is sure to start another promotion war between the major telecom companies, including TMobile (NASDAQ:TMUS), Verizon (NYSE:VZ) and Sprint (NYSE:S). AT&T will be offering a free iPhone with the purchase of another. The so-called BOGO promotion starts Friday and applies to the iPhone 8 and 8 Plus, among other phones. HOWEVER, AT&T hasn’t said whether the deal will be extended to Apple Inc.’s most expensive phone ever — the $999 iPhone X.

Why offer the sale?

AT&T is facing major pressure to find new customers in a market where every adult already has at least one phone. Remember last year? The price wars crippled revenues. There was “cutthroat pricing” on the iPhone last year.

T-Mobile plans to offer a $300 trade-in credit for customers buying the iPhone X, as well as the new 8 and 8 Plus. The trade-in must be an iPhone 6 or newer.

Sprint introduced a half-off lease for the iPhone 8 and 8 Plus. The deal requires a trade-in of the iPhone 7.

Verizon Communications Inc. is offering a $300 credit on the iPhone 8 and 8 Plus with trade-in. The company’s list price for the iPhone 8 is $699.99 or $29.17 a month for 24 months, and $799.99 for the 8 Plus or 24 monthly payments of $33.33.

AT&T is taking it a step further. Customers who purchase an iPhone can also get an iPad for $99.99. The deal requires a 2-year wireless service contract.

All the carriers sell the connected Apple Watch. The device needs a $10-a-month data plan. As part of the deals, carriers are giving away the first three months of wireless service.

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