(3)Especially at first, there was almost no competition among the cheap MVNO options offering eSIM. Note how the bigger players co-market iPhone with Apple, so Apple wants to keep partners who help sell iPhone happy. "You scratch my back, I scratch yours." Make it eSIM only and people wanting iPhone HAVE to buy from providers able to offer eSIM... which happened to be those with more expensive cell service plans.
And now, when Americans with sim-card-less iPhones travel outside the U.S., choices are often as little as ONE (expensive) carrier offering eSIM vs. plenty of cheapie options for travelers offering SIM cards. Americans wanting service for their iPhone have to just pay up if they want service.
But Americans just keep right on buying, driving Apple to "another record quarter" EVERY QUARTER, so Executives can't even see tangible frustration at matters like this. And that doesn't change until most people take the one action they will notice.