Originally Posted by konebyvax:
“But you can get a SIM deal matching that for way cheaper than o2 are asking. They are asking for £21/mth for that deal (with just 1GB data) whereas you can get a deal with unlimited everything (including, crucially, data, plus just a 30 day commitment) for £15/mth. that would push the 'true' cost of the phone up to, funnily enough, £528 (just £1 less than buying SIM free direct from Apple.)”
I took an example using a well known shop. I'm sure there are loads of examples where you can play around with the price both on and off contract, but my point still stands even with your example. Misar said the cost of the phone would look horrific, when in fact at worse it is just the normal retail price.