It was once a truism that everyone who could afford to purchase an iPhone would receive the exact same product, the same power, and the same experience. In many ways, the iPhone and technologies like it offered a quite clear value proposition: if you can afford the sticker price, all of this awaits you.

In 2020/1, Apple’s strategy is different. Yes, it creates products that bring about desire and it remains driven by profits and good customer experience. But in trying to cater to multiple market groups — segmenting product line ups into more and more price points — Apple…

Chris Langley

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