Verizon is shaking up the wireless market this holiday season by rolling out aggressive promotions that challenge T-Mobile's position as the discount leader. Industry experts like Avi Greengart and Mike Dano are closely watching Verizon's bold moves, raising questions about whether the carrier is emerging as the new price leader in the sector.
Verizon's Holiday Promotions Defy Premium Pricing Expectations
In response to recent customer losses, Verizon has launched holiday deals so steep that the company is reportedly operating at a loss on these offers. Avi Greengart, founder of Techsponential, noted in December 2025 that Verizon appears willing to accept unprofitable growth rather than continue losing subscribers.
To put numbers to it, Verizon is currently losing approximately $640 per account through these holiday promotions. The carrier's gamble is that customers will remain loyal long enough to purchase add-ons and upgrade to higher-tier plans, which could ultimately make the strategy profitable. A Verizon Consumer spokesperson explained that over the long term, most subscribers tend to move to premium plans and buy optional extras, benefiting both consumers and the company.
Regardless of initial losses, Verizon now offers larger discounts than T-Mobile across multiple pricing tiers. According to KeyBanc analysts in December 2025, this represents a reversal of the typical dynamic, with Verizon now positioned as the discount leader at the high, middle, and low ends of the market.
Strategic Moves and Leadership Driving the Shift
Verizon's pricing strategy includes a price lock guarantee allowing the company to increase rates after three years, potentially recouping short-term losses. With CEO Daniel Schulman's contract set to expire in 2027, there is a pressing two-year timeline to improve Verizon’s competitive standing. This urgency explains the aggressive pricing that targets T-Mobile’s market share directly.
Is Verizon Delivering More Value Than T-Mobile?
Reflecting on the question, readers have expressed mixed opinions: 17.65% believe Verizon offers better value; meanwhile, 41.18% feel the deals are temporary, and another 41.18% remain loyal to T-Mobile’s offerings. With only 17 votes cast so far, consumer sentiment remains divided.
Will These Discounts Be Enough To Reverse Customer Exodus?
Although Verizon’s holiday discounts may outshine T-Mobile’s in value, the carrier still maintains the highest monthly prices in the market. Past price hikes contributed to customer churn, and it remains uncertain whether these hefty discounts alone will be sufficient to reverse that trend. Early indications suggest improvement, as Verizon experienced a strong Thanksgiving holiday sales period. Analysts are watching closely to see if this marks the beginning of a competitive price war between the two giants—a situation that could unfold further in Q1 or Q2 of 2026.
