If you add AppleCare, aggregate that cost over 24 months and sell the handset at the end it’s a good investment. I don’t sell at the end but give my wife’s and my used handsets to the kids and they get two more years out of them.
Total expenditure is less than $100/month for 4 good spec iPhones that run our personal and business lives entirely is a damn good deal.
SIM contracts are approx $90 + broadband is $70 a month as a comparison.
Pricing adjusted to USD from GBP