The saga surrounding the Trump Phone has been full of twists, from changing specifications to postponed release dates, and recently, a near-final version of the device surfaced. However, new information sheds light on the surprising origins of this controversial smartphone. Contrary to popular belief, the Trump Phone and its associated Trump Mobile brand were not initially conceived by the Trump family. Instead, the concept can be traced back to Liberty Mobile, a mobile virtual network operator (MVNO) run by Don Hendrickson, Eric Thomas, and Pat O’Brien.
Before the Trump Phone project, this same team launched a celebrity-branded carrier named Canelo Mobile, built around the boxing champion Saul Alvarez, known as Canelo. Launched in 2020, Canelo Mobile offered branded wireless plans, bundled perks, and affordable Android handsets. The three devices offered — The Legend, The Champ, and The Contender — were fairly standard phones manufactured by a lesser-known company called Hotpepper, lacking any direct celebrity branding on the hardware itself. Despite the initial buzz, Canelo Mobile quickly faded from public view, with its social media presence dwindling and its website domain now up for auction.
The parallels between Canelo Mobile and Trump Mobile are striking. Both ventures are operated under Liberty Mobile’s umbrella, described by executives as being “umbilically connected” despite the connection not being obvious to customers. The business model is familiar: leverage a well-known name to offer branded wireless plans paired with a dedicated phone to attract subscribers. In fact, there was even talk of a second Trump Phone late last year, signalling ongoing development efforts.
In interviews with The Verge, Liberty Mobile executives have been candid about their priorities. Don Hendrickson notably remarked, “We’re in the razor blade business, we’re not in the razor business,” emphasising that their primary focus is on selling wireless subscriptions rather than handsets. Viewed through this lens, the Trump Phone appears more as a strategic tool designed to draw in customers rather than a flagship product in its own right.
While Canelo Mobile targeted budget-conscious consumers with plans starting at $15 per month and phones priced around $199, Trump Mobile is positioning itself as a more premium offering. Currently, it features a single monthly plan priced at $47.45 alongside the $499 T1 Phone, which may increase in price upon release. This shift in pricing strategy highlights a different approach, though the underlying formula remains consistent.
As the Trump Phone prepares for its eventual launch, it remains to be seen whether it will achieve commercial success or quietly fade away like its predecessor. What is clear is that the Trump Mobile brand is part of a broader strategy by Liberty Mobile to capitalise on celebrity names to drive wireless subscriptions.
With the Trump Phone’s future still uncertain, the coming months will be crucial in determining whether this device can carve out a niche in a competitive market or join the ranks of other celebrity-endorsed ventures that failed to gain traction.