I am getting the new iPhone every single year.
At first ATT would let you upgrade to the new one with no extra cost.
Last year they started charging $250 early upgrade fee (+$36 upgrade fee).
So the lowest priced new iPhone would end up costing $199+$250+$36=$485
Some of us that argued hours over the phone with ATT got some of that extra fees waived, mostly depending on your monthly bill.
I personally got 2 months of free service and $36 back, so the upgrade for me was $199+~$90
Some with higher bills got the fee completely waived, others got nothing.
Last month, ATT made their upgrade policy a little less friendly, so we could imagine that negotiating those fees down will be even more difficult.
I personally am tired of having to call ATT for this kind of argument. I just switched to T-Mobile with the cheap $30 prepaid plan. I will buy the new iPhone unlocked when it comes out, won't need to argue with anybody, and end up with a much lower bill.