Personal opinion: I've been on VZW for 30 years. I'd far rather deal with Apple than Verizon. I did scan the pricing this morning and they appeared to be the same, but Verizon would have required me to open a new line to get their deal. Apple, obviously, doesn't care. But the real reason is that Apple's customer service, and their return policy (in real life), is infinitely better to deal with, in my long experience.