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Shaw Communications Inc.’s Freedom Mobile will shake up the way wireless carriers have traditionally sold Apple Inc. devices in Canada when it starts selling iPhones for the first time on Friday.

Freedom Mobile will sell the latest slate of iPhones, including the 8, 8 Plus and X, for $0 upfront on two-year contracts, Shaw announced in a news release Wednesday.

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This pricing strategy is a sharp departure from the standard followed by the Big Three carriers Rogers Communications Inc., BCE Inc. and Telus Corp., none of which offer the newest, most expensive iPhones for zero down just months after a release.

As of Tuesday, the Big Three were selling the flagship iPhone X starting at $599 upfront plus $95 per month on two-year plans. That price only includes 1 GB of data, according to the carriers’ websites. The iPhone 8 and 8+ start at $229 and $359 on the same rate plans.

Freedom’s iPhone plans, on the other hand, include 10 GB of data starting at $65 per month for the iPhone 8 up to $110 per month for the iPhone X. To get that much data and a new iPhone from the Big Three, customers must pay at least $155 per month plus the upfront cost.