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You are right about ATT taking a chance. But, this as all by design. The subsidies will be gone very soon.

If true, I wonder whether it will still exist past the introduction of the 6. Unless the 6 is a disappointment, I'll be eligible for subsidy this September. And still using a plan that is cheaper for me than other plans.

For me, 450 minutes, rollover in case I ever have a heavy usage month, 200 texts, 3GB data, and FAM discount for about $72/month after taxes. I don't come close to any of these limits, so the similarly priced plan with unlimited texts/talk isn't much of an incentive if I would continue to pay about the same amount to keep my old phone, or more for subsidized phone.
 
I say increase the price more raising margins and giving apple that lost "luxury" feel it use to have with the original. Plus less people will have them so I'll feel better about myself for having one and able to make fun of those who can't afford it. Win win situation!
 
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