CEO Dan Hesse, who for the past several months also has become the public face of Sprint, reportedly is getting out of the spotlight.

Oh, he'll still be running the company, we just won't be seeing him in TV commercials any more.

Mr. Hesse says the ads that feature him have been effective, especially in terms of brand recall. People remember the black-and-white spots with him walking through downtown Manhattan while classical music plays and he talks about the “revolution” of flat-rate data pricing.

But he says there’s only so much of him viewers can take. “I’ll wear out — they’ll get tired of seeing that guy,” he says.

But before you go back to the boardroom, Dan, let's make sure that Treo Pro hits the shelves on Sunday, shall we?

Wall Street Journal via BGR