That might be although if you have a truly desirable product (iPhone, Firefox phone, some Android phones, etc) people will purchase them outright. T-Mobile in the US doesn't even do contracts any more so there is no argument to be had (I don't believe) in customers and subsidized phones (which would otherwise increase costs). Just because most people get there phones from the same company they get there cellular service from doesn't mean that there is no market for selling phones direct to customers or through non-carriers.

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