I think this would especially make sense considering the Lifetime value of these iOS customers. Forcing (the majority) of users to pay for upfront for the iPhone seems to drive a much better success rate on the iOS app store then we see with Android where users are just getting the best free phone their cell phone provide is giving them and may not have interest in apps. IMO, forcing potential users to recognize the value of the device before purchasing (charging more upfront), leads to better lifetime value as well as increased margin upfront.