I smell bullshit. I suspect they are seeing advantages in financing the phones.
http://time.com/3989731/verizon-new-plans/
We are evolving towards a more European cellular business model (as I understand it): buy your phone take it to almost any GSM carrier with no contract.
>financing
Makes sense. iPhones cost a fortune now, second mortgage required.
I've been wondering if it's to compete with MVNO pricing.
Both Apple and Google are looking to become cellular providers, this may be in anticipation of that. Also, T-Mobile has been doing well by moving away from the lockin two year contract model.