The Trump Organization on Monday announced it was launching a new mobile phone business: Trump Mobile.

It’s the latest new business the Trump Organization is getting into during President Trump’s second term in the White House, a dynamic that has raised various ethical concerns from his critics.

Donald Trump Jr., the president’s oldest son, announced the new initiative along with his brother Eric Trump, on the anniversary of their father’s first announcing he was running for president 10 years ago.

He said the business group felt the mobile phone industry was another era where there had been “lackluster performance” and where there could be an opportunity to provide tech to an audience that was “under-served.

With Trump mobile, Trump Jr. said “we’re going to be introducing an entire package of products.”

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