yes true the buds gift is good certainly when from all reports you don't even need to return them depends on region I guess.
If you make a mistake with an iPhone and apple watch you are still likely to get over 1k back for both I think thats the difference. Well certainly here maybe not in other countries. Think the point is though if you do go by comparison sites then you will always be worse off but if you use trade ins and stay on the same brand you will be no worse off.
for example if you buy an iPhone each year to fund the phone the next year iPhones are a great option here as you can get £650-£700 on comparison sites alone so will only cost you say 400-500 more a year later. on Samsung you are far better off doing trade ins as the offers are simply too good not to go that route.
annual upgrades on carriers don't as much sense these days certainly when to do so you are going to be paying more a month than you were the previous years thats for sure.
But this is not TCO, everything you touch with Apple comes at a premium price, OEM cases, screen protectors , BT headsets, chargers etc etc
As a side note I don't get this bit where people have many surplus chargers when I sell my phones it's complete along with accessories that came in the box, I even put all the original film wrapping back on, other than the box seals are broken it looks like new
Now if we factor in AC/AC+ that many feel compelled to buy given now the cosmetic backs for IPones are >$500 to replace, all this value retention flies out of the window. Note the FOLD 1 and 2 comes with concierge service included imagine what Apple would charge for AC +++ on a $2k phone
Then comes the stealth charges that Apple Nickle and Dime you on storage and extra charges or physical limitations, this is why Apple don't have to advertise because it coerces you in to Apple purchases either by limitation, physical attributes and prohibiting 3rd parties
Maybe the average westerner knows to the nearest $5 what's in their wallet but many work on a much lower level. These stealth practices amount to billions of additional revenue that many feel they are above or inconsequential, but they are there and why Apple don't need Add's or bloatware as its embedded by other means or paid adds by Google is a prime example.
Interestingly the US is around the 3rd most expensive place to own and run an Iphone, of course as a % of average income they fare much better
Make no mistake Apple is the worlds most successful company in getting you to part with your $ and in doing so should tell you that TCO of being inside Apple is about paying for the experience and what comes with that and not simple better resale value
Now of course it's an entirely different question if all those extra charges and bits are good value
for many yes probably
