yeah, that's right. you buy the iOS product, you buy the whole Apple package.
with respect, take it or leave it.
if you don't like it, either jailbreak your Apple device, or, for heaven's sake just don't buy it at all! get something else. there are alternatives. no one is twisting your arm.
Google is selling a package too, just a different kind, and in cahoots with the telcos to boot. same for Amazon. so will MS/Nokia, if they ever pull their sh*t together. and HP. and...