So, years ago, top phones were $200 + 2 year service. You went to AT&T or Sprint, gave them $200, walked out with a new iPhone or Android whatever and kept paying your normal bill. Back then, I always went for the top of the line. Rarely was it more than $200 and $200 didn't feel like much to me. With all these different prices, it seems like people are really considering what devices they're adding. $1,000 for the top. $700 for the 8. But why not just get a 7 for $650 with 128 GB? Any other thoughts? I think part of this is performance. From the 4S to the 5S, I got a lot of benefit on that upgrade. 5S to 6 only screen size and a small performance boost. Right now, iPhone is a bit too big for me (I can't go to an SE though) and is still pretty smooth. No real need to upgrade, other than lust.