Yup, they're lowering the cost for the 'cheap' phones that, truth be told, people are moving away from, and putting it into the higher-end devices.
At 12 bucks the full protection is still cheap, since the deductibles didn't change. But yeah, when you have a bunch it adds up. Maybe it's time for those kids to start pitching in for their phones! "Here kid, your allowance... now I'll just take 12 bucks off for insurance, 5 for administrative fees, 8% VAT, and 5 dollars for the 'Buy mom a coffe' foundation. Enjoy!"