Thanks for the response. I get what TMobile is doing in allowing you to use a "payment plan" for your phone. I just think it's misleading to say that the other carriers are charging you a subsidy when in reality there isn't a subsidy there. The rate plan is the same cost for both those customers who choose a new phone with contract and for those who choose to bring their own phone or don't sign a contract.
I don't like misleading advertising. I'm sure with Sprint, Verizon, and At&t there is a subsidy built into the cost of monthly plans, but everyone pays the same cost. There is no way to avoid the "subsidy" just like there is no way to avoid the cost in the plan that goes to infrastructure, the part that goes to research, or the part that goes to pay employee's salaries. That's how business is done. Price points are set based on expenses and desired profit margin.
I think TMobile's new plans look like a good option for some people and competition is always beneficial for the consumer, but don't mislead people into thinking your competitor is doing something "underhanded" or "sneaky" when they aren't. TMobile is just choosing to follow the model of separating the cost of hardware from the recurring cost of the service. The only thing that makes their new plan different from Metro PCS, Cricket, or other providers that use this model is that TMobile is offering a payment plan for the hardware instead of requiring payment in full up front.