My understanding is part of the reason that some carriers (Verizon is the most recent) now charge an extra $30 when you upgrade is to offset the money they lose because Apple charges so much & requires such a huge commitment from them. That means that i have to pay more, even though I will never buy an iOS device.
Choice is good, but as you may know, most people don't know any better or don't care. They get sucked in by slick marketing. (this applies to many other things too)
If your carrier is increasing costs, I would not blame one device.
If people are getting sucked in, and stay satisfied (and the iPhone does have high satisfaction ratings), then Apple is doing something very, very right.
