Just playing around the ATT website and noticed the upgrade/activation fee is now $40. Seeing a lot of iphone 5S "sales" on 2 year contract. Trying to do my calculation whether to use an upgrade vs. doing ATT Next (got the early NEXT promo sign I signed contract before January 18 2014); recently used full subsidy upgrade October 2013 for iphone 5S as well. That's ridiculous. It went from $18 to $36 and now $40. Verizon went from 0 upgrade to $30 a couple of years ago as well. Just wished the FTC would intervene and force these carriers to reveal total pricing. So they can never sell a phone for "free" or one penny. This way the "cheapest contract phone" will be whatever the activation/upgrade "fee" is. Consumers in the USA are fickle about prices. Carriers still sell a lot of "free" phones, even the iPhone 4S on contract. This way it would eliminate the "free" from the mindset of consumers.