AT&T subs holding on to their unlimited plans -- but change is coming

Starting in October, AT&T will start throttling speeds to its heaviest smartphone data users still using unlimited data plans, cutting back their download speeds after the reach an unspecified threshold.

Since AT&T introduced usage-based pricing last year, it’s been gradually shifting smartphone customers to tiered plans, but AT&T grandfathered all of its previous unlimited customers under the new policy, allowing them to keep their restriction-less plans even if they signed new contracts or upgraded handsets. With throttling, obviously those days of unfettered access are over, though only the top 5% of heaviest users will feel the effects of the new policy. It’s worth examining, though, just how many AT&T customers will see any difference. Approximately 19+ million AT&T customers are still on unlimited plans. By defining a specific cap, AT&T would essentially be introducing another tier into its pricing plans, which would defeat the purpose of a supposedly unlimited plan. AT&T wants to keep that unlimited allure intact, while reserving the right to judge if that privilege is being abused. Think of like it an unlimited speed limit law: You can drive as fast as you want, but if a state trooper finds your speed to be reckless he can still ticket you.