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The boss of Blackberry says he is "outraged" after T-Mobile in the US targeted his customers offering them a free upgrade to an iPhone 5s.
After Blackberry customers complained on social media, chief executive John Chen called the promotion "inappropriate and ill-conceived"
T-Mobile apologised for any confusion and said it was happy to be a "Blackberry partner".
Blackberry has lost market share to Apple's iPhone and other smartphones.
T-Mobile sent emails last week advertising a free upgrade to an iPhone 5s and calling it "a great offer for Blackberry customers".
The promotion annoyed some users, who took to Twitter to complain to T-Mobile.
"As a T-Mobile customer I felt like you don't want to support Blackberry at all. So I'm thinking about switching," wrote one customer in a tweet to T-Mobile's US chief executive John Legere.
Another called the advert "juvenile" and said "trying to get Blackberry owners to switch to iPhones won't work. My company needs efficiency".
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