Surprise, surprise. AT&T trumpets its own new unlimited plan

FILE - This May 14, 2014 file photo shows an AT&T logo on a store in Dedham, Mass. On Saturday, Oct. 22, 2016, several reports citing unnamed sources said the giant phone company is in advanced talks to buy Time Warner, owner of the Warner Bros. movie studio as well as HBO and CNN. AT&T is said to be offering $80 billion or more, a massive deal that would shake up the media landscape. (AP Photo/Steven Senne, File)

NEW YORK (AP) — AT&T says any cellphone customer can sign up for unlimited data plans starting Friday. That option had been limited to customers of AT&T-owned DirecTV.

The change comes just days after Verizon announced an unlimited plan without such restrictions.

All four major cellphone providers now offer unlimited plans, a major reversal from a few years ago. AT&T’s version costs the same as Verizon’s — $180 — for a family of four but is pricier for an individual. Sprint and T-Mobile are cheaper.

Sprint also said Thursday that it’s letting unlimited customers watch video in high definition rather than DVD quality. T-Mobile announced a similar change Monday after Verizon said HD video was included. AT&T’s unlimited plan degrades video to DVD quality, but customers can turn HD video back on for free.