T-Mobile's latest campaign calls out rivals and introduces its Simple Choice plan. A Western-genre comedy spot shows four bad guys coming into town, forcing everyone to cower and hide, before one says he can't bully people anymore. He quits the gang and puts on a pink hat, reflecting T-Mobile's brand. "Customers don't need another AT&T," says T-Mobile CEO John Legere, touting the unlimited, no-contract, $50-a-month wireless plan. T-Mobile also announced that Apple's iPhone 5 will work with its new plan, the first time an iPhone has been available for the service.

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