Business Insider reports the price war among the Big Four US cell carriers has began to cool over the past year.br The big four are Verizon, AT&T, T-Mobile, and Sprint.br The US smartphone market is creeping toward saturation. Penetration in the US hit 85 in 2018, up from 82 in 2017 and 77 in 2016.br T-Mobile is on top again.br The company is outpacing the rest of the Big Four US carriers on value, loyalty, and satisfaction.br Customers want to see coverage improvements from T-Mobile.br AT&T was the only carrier to show declines in all capacities.