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Vector with Rene Ritchie


Feb 1, 2019

Costs. Subsidies. Exchange rates. Margins. Ultimately, none of that matters. Even if iPhone price increases were in line with inflation and the increases in quality and diversity of components and new features, and we factored out exchange, and we didn’t give a damn about margins, it wouldn’t matter.

Pricing is physiological more than mathematical. In the market, perception really is reality.

And the perception among many is that iPhone prices have gotten too high.

Tim Cook addressed exactly that during Apple's Q1 2019 conference call this week.

So, what are he and Apple going to do about it?

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