Cell C contracts

I would like someone at Cell C to explain how they are able to provide a saving of 550 on a package that customer normally pay 1549 for. Cell c are now advertising that package with a more expensive device iPhone 8 for 999. This is great for new customers, and to get new customers. But what about customers that have contracts at 1549 which a phone that is much cheaper. There is a gap; and I think it’s a ******* and cell c are ripping people off. Would make sense if it was with a much cheaper phone. But a more expensive phone. Sounds fishy.