Who I have the same questioned this topic

Why does Verizon charge an upgrade fee when you buy a new iPhone at an Apple retail store and pay full price? I was charged this fee after upgrading my wireless plan for 5G. Not only are they getting more than $100 per month for our new family plan, but now they are charging an additional one-time upgrade fee per phone! Verizon did nothing, the Apple rep activated our phones. UNFAIR PRACTICE!!! Thankfully I am month-to-month and can switch carriers whenever I want.