You are getting confused with iPad pricing. iPad 32GB LtE is $729. iPhone 32GB unlocked full price is $750.
What is scary is 16GB used to be $600 but apple increased all their full price by $50 12-15 months ago.
So $650/16Gb, $750/32GB, $850/64GB.
Yes I will buy full price at $750 regardless. It's stupid to use "early $250 upgrade plus $299" pricing from AT&T cause this will push your full eligibility back another 20 months again.