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The cost, $99/y + Mac machine + iOS devices

You can get a used Mac mini relatively cheaply these days if you're on a budget. Or turn your PC into a hackintosh (less ideal).

But on the top of that you still need an iPhone, right?

you could (depending on the app) write and submit an app without ever running it on a device. Obviously not recommended though

I guess you most likely will need an Apple device. Otherwise, potential headaches.