Totally agree. The new emphasis on monthly payments Is also notable. It’s like they want people to view monthly phone payments like Americans view monthly car payments and buy a phone beyond their needs.
Those finding the monthly payments attractive should consider bumping that into an SIP (a systematic investment plan). I'm actually pained to watch folks in India to whom that kind of money would be several months salary burn it away like that for whatever fake notion of "prestige" they get from it.