I think some people are forgetting the reality. Majority of 3rd party places charge $100+ for iPhone battery replacement service, while not providing any meaningful warranty, breaking the waterproofing seals and using a questionable battery to begin with. Getting battery replaced for either $49 to $69 (depending on the iPhone) and having the warranty for the battery and assurance that the phone is resealed is a great deal. Even if Apple prices go up by $20, the overall pricing will still be cheaper than 3rd party places.