I guess you don't understand people who don't have money (which isn't surprising considering you're in Sweden). To such people, $30 a month, $360 a year is not justifiable or sometimes attainable (for example having a contract plan). For some it's not the most rational decision, since their cheaper alternative may not last well or have shortcomings in its quality, but that's how people without money are forced to act, and saying they should have the mindset of someone who feels confident in long term choices is not realistic. For some, it really is the decision between having a "better" device (which is arguable, AR is one way Apple wants to avoid being part of a mature commodity market where everything basically just works), feeding or buying their children a gift, or some other more highly valued thing.

I would also like the point out the market reality, that while Apple dominates in some areas, primarily cheap Androids are the main element for these reasons, along with factors such as more expensive and proprietary accessories. This is because people make choices relevant to their situation.