There *are* a couple of ways to get around this now. Carriers are replacing subsidies with equipment lease/early trade-in options that reduce the overall cost of ownership for a phone if you're the type that upgrades frequently. Even Apple's getting into the game now. If you go with their upgrade program and decide to upgrade every year, even the 128 GB iPhone 6S Plus comes out to $539 for the year, and then you move on to the next model when it comes out.