T-Mobile's bullish new tactics may not have made a huge change in the wireless industry just yet, but they've certainly prompted its biggest players to take notice. AT&T's latest reply is to offer T-Mobile customers a $200 credit for every line that they switch over to its network. Though that credit can go toward any AT&T products or services, it's not about to cover the cost of a new iPhone: customers who want the credit will either have to buy a new phone at full price, activate a phone that they already own, or sign up for AT&T's Next early upgrade plan, which will have them buying full-price devices anyway.

In fact, two-year contracts aren't available at all as part of the deal. For T-Mobile customers who already own a phone outright, that can still make it a fine offer, as they should be used to off-contract pricing and payments already. With those limitations, the deal is a clear push by AT&T away from on-contract phones (and potentially onto the regular payments of Next).

Update: this article has been modified to clarify details of AT&T's offer.