If that were true, then so many people wouldn't keep buying new high end phones. Yet they continue to do so.
And my monthly cost of the cell plan with them is only $30 plus taxes and fees which works out to about 36/mo, so it seems like a great deal in the end.
Basically I pay 36/mo, and every 3 years I trade in my phone for the latest pro model and it only costs me sales tax and some $30 "activation fee".