Apple (NASDAQ:AAPL) retail stores will now be selling and activating iPhones with prepaid calling plans through AT&T's GoPhone, according to 9to5mac.
To go with the launch, T-Mobile will offer shoppers $50 off the device for prepaid plans and a $50 iTunes gift card for iPhones activated on its Simple Choice postpaid plans.
The prepaid T-Mobile iPhones and deals are now available in more than 250 Apple retail stores in the United States.
"T-Mobile is giving you more freedom to purchase your new iPhone how you want and where you want," said a statement on T-Mobile's website.
This announcement is the latest development in the competitive world of smartphone sales. Amazon recently joined the market by announcing the Fire Phone earlier this month, a smartphone four years in the making. The phone is a retailer's dream—if the retailer is Amazon—giving the e-retailer a deeper connection to its 250 million consumers.
Apple is widely expected to announce the iPhone 6 in September. Retailers including Walmart (NYSE:WMT) have already begun slashing prices on current models in advance of that announcement.
-See this 9to5mac story
Amazon Fire Phone could spell disaster for retailers
Apple's Ahrendts readies for retail reinvention
Apple advances mobile payments with Touch ID
Apple to debut smart home platform based on iBeacon
Apple confirms Beats deal worth $3B