Nonsense. Carriers and customers simply switched to using 24 month installment plans. e.g.
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If Americans actually had to pay full price upfront, then Apple's US marketshare would drop to around 15% just like in the rest of the world where that happens. That's why analysts were dissing Apple stock back when subsidies were being dropped.
Plus nowadays in such a situation it gets even worse for high-priced phones such as Apple sells, once people realize what a nice phone they can get for much less money.