Yes it is. You pay for the privilege of course but compared to the Apple Upgrade Programme the costs are similar.
If I get a 7 Plus 128gb via the Apple Upgrade Programme it will be £44.45/mo plus sim contract costs which I would likely spend £20 per month. Plus £49 upfront cost.
Via EE I can upgrade (as an existing sim only contract customer) to a 7 plus 128gb for £49.99 upfront cost and £65.99 per month (with 15gb superfast 4GEE, 6 months free Apple Music and the option to return the phone after 12 months and take out a new contract for the same value or more).
AUP includes AppleCare which would be nice as only £25 for a screen replacement and £79 for any other damage but I have mobile insurance via my bank so I don't have a great need for this.
That said Apple UP is £49 plus 20 monthly payments whereas EE will be 24 monthly rentals - if you keep 2 years.
I was not going to go back to a contract ever again but it's looking like I will .........if EE deliver my Jet Black before Apple.