The idea I'm putting forth is:
- More basic phones,
- A cheap variant to the 5k current one,
- An increase of features with each upgrade.
For instance: The first phone could be a Nokia 3310, which only allow /911 and emergency calls,
The following phone could be a Samsung E2600 which could additionally add buddies,
Following could be another phone, adding Organisations,
Then the iPhone could have all the current features and then some, none of the prior could edit theme and such, making it more desirable.
This, in my opinion a better alternate to a single, phone which 90% won't buy due to it's meaty (or if you prefer, hefty) price tag.