I guess it depends how long you keep yer stuff. Apple has been a great choice for me even though I’ve gone with their more expensive phones—I kept my first iPhone for 4.5 years, my second one for almost six years, and I’m on my third to which I didn’t NEED to upgrade but I wanted better low-light kitty pictures and 120hz. Overall, the cost for the longevity evens out to be pretty good. Different story if someone upgrades their phone every year or two.