T-Mobile Up To Its Old April Fool’s Tricks

Did you fall for it?
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T-Mobile's full-size "Phone BoothE"

T-Mobile's full-size "Phone BoothE"

T-Mobile’s merry prankster of a CEO John Legere is up to his old tricks again.

Any chief executive who would buzz his competitor’s headquarters with a skywritten taunt, or become a Las Vegas Lyft driver for a CES video, certainly couldn’t let the first day of April pass without some fake news.

Past April Fool’s efforts included the faux launches of wrap-around headgear for hands-free handset viewing, and a full-body wearable called the T-Mobile ONEsie, both of which served to underscore the company’s unlimited streaming and data plans.

And its personal variant, the Mobile EditionE

And its personal variant, the Mobile EditionE

This go around, the magenta carrier introduced the almost believable “Phone BoothE,” a soundproof “vertical vestibule” accessible only to T-Mobile customers that offers sanctuary from the blaring sounds of the city. The full-size cubes, which were supposedly placed in New York, Washington and Seattle over the weekend, provide power cords for worry-free charging, a large display screen for video chats and selfies, and a little bit of quiet time in the midst of the urban jungle.

Based on the strong response, the company said it has also released a personal version of the phone booth, a “portable fortress of solitude” that is essentially a box worn over the head.

Like past pranks, the spoof brought tongue-in-cheek attention to T-Mo matters — in this case, the so-called Un-Carrier’s history of disruptive innovations, and, via the “E” after Booth, AT&T’s widely criticized 5G Evolution technology, which is displayed on phones as “5Ge” but reportedly delivers far less than 5G speeds.

See: AT&T To Launch ‘5G Evolution’ In Austin


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