Today is the day and perhaps one of the biggest launches in recent T-Mobile history as the company finally finds itself off the sidelines with a new Apple iPhone launch. To say that T-Mobile is excited about this launch would be a mild understatement, and you can tell exactly that from the Bloomberg interview with T-Mobile CMO Mike Sievert. According to Sievert, pre-orders for the iPhone 5c are “going fine” and while they won’t give numbers, they are definitely pleased so far. As for the hottest color of the iPhone 5c pre-orders, it’s pink. Surprise, surprise you all love Pink.

In the full interview, it’s clear from Sievert’s excitement that T-Mobile is thrilled to be off the sidelines for an iPhone launch and believe their “very transparent” way of doing business is winning customers over in droves. Customers can “celebrate choice” on T-Mobile and avoid the “other carriers [from] charging you twice” thanks to T-Mobile’s no contract, no subsidy approach to the market. T-Mobile’s new way of doing business is clearly moving the company in the right direction as it lost 2.2 million subscribers a year go and outpaced the competition in growth last financial quarter.

T-Mobile hopes that with an “industry that is stupid, broken and arrogant” customers will recognize that doing business with T-Mobile and “on their terms” will help them recognize that T-Mobile is the right place to pick up the brand new iPhones.

T-Mobile will offer iPhone 5s starting at an introductory price of $99 down with 24 equal monthly payments of $22.91* for the 16GB model, and iPhone 5c will start at an introductory price of $0 down with 24 equal monthly payments of $22* for the 16GB model.