Almost a year ago, the final major U.S. wireless carrier eliminated its two-year contracts and people celebrated the end of constricting mobile plans.

One of the biggest perceived advantages was the simplicity and transparency that this change would bring to mobile service plans. However, over a year later, consumers are still left with confusing terms and conditions when purchasing new mobile phones.

The U.S. mobile phone industry has kicked into hyper-competitive gear. The latest round in the super-heated battle between the major cellular carries involves installment payment and early-upgrade plans for smartphones.

Hardly a day passes without one of the major carriers introducing a new plan or wrinkle. A few weeks ago, T-Mobile introduced a $5 iPhone 6S leasing program. Not to be outdone, later that same day Sprint rolled out its own $1 program! Today, T-Mobile updated their promotional program.

Hardly a week goes by without one of my friends complaining about the complexity of wireless service pricing in the U.S.

Just last week, a friend relayed a story about spending two hours in a carrier retail store trying to understand all of the many pricing options. Well, I’m sorry to say that things are going to get more and not less complicated going forward.

When Apple talks, the world seems to listen. The tech giant’s annual September event never fails to capture massive attention because consumers, retailers and analysts can’t wait to see how Apple will top itself with its new products and services.