Seems to depend on whom you ask. I got new tires from a tire shop a while back and they said I needed brakes, which they'd be happy to take care of at the same time. I declined.
A few months later I took the car to the dealer (Toyota) for a software-update recall and they said I needed brakes, which they'd be happy to take care of at the same time. Nope.
A few weeks after that I took it to an honest brake shop and they said "So why did you think you need brakes?" I could have gone longer but I replaced them anyway.