One of the first devices we heard would support T-Mobile’s band 12 LTE last year was the ZTE ZMAX. During testing, it was referred to as the “Olympia” or “Z970” and eventually got its public release as the ZMAX in the late summer of 2014. But just 7 months after launch, T-Mobile has decided to stop selling the device in its own branded stores and through MetroPCS.

Staff have been told to pull all inventory and related POS materials from the sales floor and keep them in the backroom safe “until further notice”. The following communication was sent to staff, making it very clear not to sell any more ZMAX units until the carrier and manufacturer have decided what to do next:

“Suspend Sales of the ZTE ZMAX Immediately (Retail, TPR, TPRi, EDPC)

We’ve decided to suspend sales of the ZTE ZMAX at both T-Mobile and MetroPCS starting April 15, 2015. T-Mobile, MetroPCS and ZTE are currently evaluating the continued sale of this device.

Action Steps
· Do not sell anymore ZTE ZMAX devices until further notice.
· Pull all inventory and any related collateral of the ZTE ZMAX from the sales floor and place in your store’s backroom inventory cage until further notice.”

This news comes shortly after we heard the Xperia Z3 – a much more premium device – was also being pulled from the shelves. Although we can’t be 100% sure, it’s a pretty good indication that ZTE’s mid-range phablet wasn’t selling as well as the companies had hoped it would. It’s not hard to see why consumers maybe weren’t enamored with the device. But being so bad as to pull it after just 7 months? I wasn’t expecting that. At all.

Let me know what you think. Did you have an opinion on the ZMAX?