Apple gives good trade-in values as well. If you have a 13 Pro Max and upgrade to a 14 Pro Max ($1099 base price), it's only $529 after trade-in. However, that's $45/mo you're paying for a phone. Not unreasonable, but a lot of money.

If you're a techy and want the latest and greatest all the time, then that price is probably worth it to you. But for the average consumer, that just doesn't make sense. The difference in SOC is only about 10% faster (according to geekbench) .