Edward C. Baig

USA TODAY

NEW YORK — Apparently outspoken T-Mobile CEO John Legere can't announce a new company initiative without poking fun at rivals, especially AT&T.

The latest comes in a blog post trumpeting a new T-Mobile family pricing plan promotion that kicks in July 30. Under the Simple Choice plan, a family of four paying $100 a month can share 10 GB of high-speed LTE monthly data, split evenly with each person getting a 2.5GB allotment. There are no overage fees.

Prior to the promotion, which is tied to the Back To School season and which runs until the start of 2016, participants in the Simple Choice plan get 1 GB per line. People can sign up for the promotion until the end of September.

Legere compared his new plan to AT&T's "Best-Ever" Mobile Share plan which lets folks share 10 GB of monthly data for $160 a month. "It infuriates me that they're selling this to hardworking families who could use that money for more important things," Legere wrote. "And, they have the nerve to call it "Best-Ever Pricing." I just couldn't stand by without speaking up and calling them on their BS."

Legere didn't reserve all his fire for AT&T. "Yes, AT&T's "Best-Ever" ploy is terrible, but Big Red and the Framily aren't any better," meaning Verizon Wireless and Sprint.

T-Mobile's rivals are invited to respond.

Email: ebaig@usatoday.com; Follow @edbaig on Twitter.