Exactly, every carrier does it. Carriers bite the bullet on cell phone subsidies to get us to sign contracts with them. It is because of this that manufacturers such as Apple and Samsung are able to charge so high for the device.
If contracts didn't exist all phones would sell for less than their unsubsidized price (albeit probably not $199). So comparing an iPhone that can be subsidies to an iPad that can't isn't really a good comparison.
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By your logic, you are creating a Catch 22.
>More retailers need to implement NFC for Apple to implement it into their phones.
>More Phone companies need to implement it into their phones for retailers to implement it.
Apple is the technology company.. they implement the technologies, and the retailers react accordingly (by adding NFC support).
Most Android phones shipping today have NFC. If Apple implemented it, virtually all new smartphones would. That would create the push for NFC.
Saying Apple is "foolish" for not adding something is just foolish in it's own right.