I think what's Dave's talking about (and he can jump in here to correct me if I'm wrong

) is that regardless of the tricks, discounts, payment plans, etc, there are millions of people who spend a significant (ie like some measurable percentage of their income) on expensive stuff like iPhones or other "luxury" goods who could get by just fine with lower cost options and should by any objective measure be putting that money towards paying off debt, making rainy day funds, saving for retirement, etc.
My street for instance is lined with many cars that cost a whole hell of a lot more than my 2006 Accord but I'd bet dollars to donuts their retirement accounts aren't as large as mine
I have an iPhone SE, bought "refurbished" for $300. There isn't a person on Earth who actually needs one of the big ones at 4x that price, yet Apple sells a ton of them to people who make a quarter what I do.
jeff