Lisa Eadicicco thinks Apple has learned an important lesson.
Most people don’t want to pay $1,000 for a new smartphone
Maybe that lesson was learned last year because iPhone XR, as expected, was the biggest seller. Hey, what about those $1,000 iPhone X models from 2017?
It… marked the beginning of an era in which our smartphones would become more expensive than ever before, establishing $1,000 as the normal price for a new device.
Except the normal price was the iPhone XR at $749 and this year it’s $699.
Apple seems to be changing its tune this year.
How so? iPhone XR’s successor, iPhone 11, is priced less.
That represents a departure from Apple’s approach in 2018, when it launched the now-discontinued iPhone XS at $1,000 and its larger sibling the iPhone XS Max at $1,100.
It’s exactly the same. Do the math.
Apple is also positioning its cheapest new iPhone as its flagship model as the company faces increased competition from rivals like Google and OnePlus.
Neither one of which will sell 10-percent of Apple’s premium smartphone numbers. Oh, and flagship? iPhone 11 is not the flagship.
The finest, largest, or most important one of a group of things (such as products, stores, etc.) —often used before another noun