T-Mobile has made a name for itself as the "un-carrier," bucking trends and shaking the wireless industry up at regular intervals.
And now Sprint wants to do the same, according to fresh-faced CEO Marcelo Claure.
"We're going to change our plans to make sure they are simple and attractive and make sure every customer in America thinks twice about signing up to a competitor," he told a company-wide town hall meeting on August 14, reports Light Reading.
He added that Sprint's plan prices will become "very disruptive" beginning next week.
If you can't beat 'em
The carrier has cultivated something of a rock star image with these moves and the statements of its politically incorrect CEO, and it's unsurprising that T-Mobile's rivals want to get in on the same action.
This isn't the first time, either - just look at how Sprint transformed its "One Up" plans into the more T-Mobile-like "Easy Pay" program earlier this year.
Better than the rest
Now he plans to leverage Sprint's relationship with Apple - and possibly his well-publicized personal relationship with David Beckham, he joked to employees - to make Sprint the "best" carrier in the US.