AT&T became the largest victim of the merger of T-Mobile with Sprint and the aggressive pricing and marketing campaigns during the times of T-Mobile's flamboyant CEO John Legere. While T-Mobile was feisty, selling phones and plans at cost, and amassing an underdog following that made it the second largest US carrier after Verizon, AT&T and Verizon kept laughing all the way to the bank in terms of profits.
Verizon vs AT&T: plan prices, phones, and network coverage
By Daniel Petrov