AT&T Unveils Elite 2.0 at $110, Cuts Unlimited Premium to $50 for Four Lines
AT&T ran 185 April smartphone promotions focused on 43 trade-in offers and 31 bundle packages, launching the Elite 2.0 plan at $110 with autopay. It cut Unlimited Premium 2.0 pricing to $50 per line on four-line accounts, supporting 294,000 Q1 postpaid phone net adds with 0.89% churn and a 3.5% upgrade rate.
1. April Promotion Strategy
AT&T launched 185 smartphone promotions in April, with 43 trade-in offers and 31 bundle packages, unveiling the Elite 2.0 plan at $110 with autopay and reducing Unlimited Premium 2.0 to $50 per line on four-line accounts.
2. Q1 Subscriber Growth and Churn
The promotion strategy supported 294,000 postpaid phone net additions in Q1 2026, driving churn down to 0.89% and boosting device upgrades by 3.5%, marking a strong performance compared with previous quarters.
3. Convergence and Ecosystem Lock-In
AT&T’s focus on repeatable promotions and convergence—combining wireless and home internet—aims to deepen customer lock-in and enhance lifetime value by encouraging multi-product attachment.