Do typical consumers of the iPhone buy directly from Apple? I don’t know anybody that does because the better deals are elsewhere. Perhaps different countries have types of consumer but in mine I’d say Apple is the least popular place to buy an iPhone. Most people are in contract to spread the cost of these hideously priced handsets.
I now buy outright with Apple. I’m one of few who love to track their iPhone from China to my doorstep. I haven’t paid a device payment in almost 2 years and I’m going to keep it that way. I save up for my iPhone + AppleCare+, monthly starting from the month that I upgrade. So far it’s been working for me. Definitely waiting to upgrade my 12PM to the 14PM this fall.