Next week, when Apple embarks on its most important annual ritual with the unveiling of the latest iPhone, one detail above all will be worth looking out for: the price.
Last year’s $1,000 price tag on the iPhone X drew gasps of indignation in some quarters and accusations of gouging. The outrage was misplaced.
Apple customers make up one of the world’s most attractive consumer groups. There are an estimated 700m-800m active iPhone users, and they have historically had higher incomes than Android owners. For a sizeable subset, affordability will not be an issue. This is the most important device in their lives. If anything, the trick for Apple has been to give them an excuse to pay more.
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