Wow what a crazy story and sadly he is probably one of many. Its frustrating that clever marketing by Apple has convinced people in this country that they MUST have an iPhone to have mobile data when there are plenty of other less expensive options. Personally I have an Android Phone at a third of the price and I've yet to see anything to make me switch.
The rise of iPads has been a mystery to me too. Only a couple of days ago a colleague at work told me he was spending £400 on an iPad and seemed shocked when I thought this was ridiculously expensive by proclaiming "its a 32gig". Well I guess I'm slumming it with a 500gig laptop for £100 less.