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Analyst Drew McReynolds of RBC Dominion Securities writes that having the iPhone ahead of the holiday period is an “incremental positive” for Shaw and Freedom Mobile and sets the stage for a more competitive market.

Freedom’s iPhone X promotional pricing is “more aggressive than what we would have anticipated at this time” but availability and conditions attached to pre-launch pricing, such as high service fees, could “dampen” demand, McReynolds wrote.

Formerly called Wind Mobile, Freedom is offering promotional pricing for orders placed by Nov. 30, subject to change or cancellation without notice and with certain conditions.