The sticker price on a phone stopped being the price anyone actually pays a long time ago. What you pay is a blend of a trade-in credit, a monthly installment, a plan tier you may not have chosen on your own, and a commitment that outlasts most car leases. That structure is why two people can buy the identical phone in the same week and pay very different amounts for it. One trades in a three-year-old handset on a premium unlimited plan and pays almost nothing each month. The other buys outright and pays full retail on the spot. Apple (AAPL) raised the price of its Pro iPhones by $100 this year. The Pro starts at $1,199 and the Pro Max at $1,299, and for a lot of households that jump is the difference between upgrading now and waiting another year.
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