It might just be your “bubble”, but even if not, is it really that bad of a deal? If you resell your previous phone at 2/3 the original price each year, you can use the latest phone for like 200 bucks for a year, or $17 monthly. For a device that is with you 0-24, and is probably the most often used item a typical person owns — they have it on them more often than even their shoes!