T-Mobile financial reports tout best in industry growth. Why are costs going up?

According to T-Mobile's Q1 2024 financial report, they are continually growing year-over-year and are industry leaders in growth numbers. Why, then, are our plans going up $5/month + $2/month per device? Aside from corporate getting greedy, this doesn't make any sense, especially given how many issues I've had with the service over the past 6-9 months.