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I’m frustrated

Why Does ATT charge so much for Cell Phone Upgrades to LOng time customers???

I am looking for cellphone upgrades at ATT website. Why are they so expensive,I have been their customer forever, I started with Cell one then they were bought by cingular then they were bought by ATT. So needless to say it has been 10 years or more,and yet when I need to upgrade my phones in my family plan which are 3 1/2 years old it will cost allot of money. You think they would care enough about their long time good paying customers by giving them some perks like free phones once and a while
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