T-Mobile CEO John Legere is doing the unthinkable. Starting today, T-Mobile customers who buy an iPhone 6 on the company's $15-a-month Jump On Demand phone leasing plan can swap the phone out for the new iPhone when it comes out without paying for anything more. Just pick up the new phone and keep paying as usual. In Legere's own words:

...everyone who already got an iPhone 6 for $15 per month automatically gets this deal. You don’t have to do a thing, except come get your new one whenever you want later this year.

It's a bonkers deal, though the upgrade only works if the iPhone being traded in is in good condition. Adding to that, T-Mobile will give people on Jump priority access to the new phone, shipping it to them first if they order within 48 hours of the new iPhone being available.

T-Mobile is clearly banking hard on its new Jump On Demand plan, which it unveiled last month as a means of selling more smartphones more often. Giving free upgrades to the next iPhone also gives the company a way of attracting new customers in a period when people typically worry about what smartphone they could be buying. However, it's still important to note that customers won't actually own their phones.