Warning! The video above includes some of the PG-13 language that John Legere is famous for. T-Mobile's Amped event occurred this morning. They announced their latest Uncarrier initiative called "JUMP on Demand." This new program is basically an enhanced version of their JUMP program, which now lets customers switch out their phones up to 3 times a year. Here's a quote from their press release with the details, "Here’s how JUMP! On Demand works: Get a new smartphone for zero out of pocket with qualifying credit, and zero sales tax due today, followed by one low monthly payment that includes the cost of that new smartphone and, for free, the ultimate freedom to upgrade whenever you want. When you want a new smartphone, just swap your old phone for a new one. That’s it. Customers with JUMP! On Demand can upgrade anytime − tomorrow, next week or next month − up to three times a year. Simply bring in the last phone you got with JUMP! On Demand for a quick three-point check-up to ensure it’s in good working order and swap it out for a new smartphone. Which means you could get six brand new phones during the time it’d take to get one upgrade at Verizon. When you get a smartphone with JUMP! On Demand, your monthly payment is about the same as it would be with regular financing, and there’s no extra $10 monthly program fee. T-Mobile’s most popular smartphones are available with JUMP! On Demand. See the full list of available smartphones at JUMP On Demand. Upgrade Whenever You Want. in the FAQs. Existing JUMP! customers can get a new smartphone with JUMP! On Demand the next time they upgrade, and won’t have to pay that extra $10 per month because the ability to upgrade whenever you want is now included in your monthly phone payment. And, if you still want device insurance (Premium Handset Protection), it only costs $8 per month." At first, only a few phones will be illegible for the JUMP On Demand program when launches June 28th: iPhone 6, iPhone 6Plus, Galaxy S6, Galaxy S6 edge, Galaxy Note 4, LG G4. More phones are expected to be added to the program as they are launched in the future. As you can see, T-Mobile continues to push the envelope on offering extra value to their customers. What will the other carriers do to respond this time? It's getting fun watching T-Mobile make the whole US smartphone industry dance to their tune.