And you double down on the notch and the price. No, you improve the most popular camera in the world and you lay the groundwork for the future. If Apple’s September keynote is any indication, you don’t do it by improving - or fixing, in more clear terms - anyone’s complaints. So how do you make the iPhone better while checking off to-dos on the very short complaint list? How do you take what the iPhone X taught you and ensure you learn from your past compromises? The market’s appetite for Face ID, the front camera notch, and the all-screen design were likely next on the school list. For one, Apple surely gained insight into the iPhone’s price elasticity (how much demand changed given the increase in price). I bet Apple learned more from the iPhone X than they had in many previous iPhone generations. (They skipped the iPhone 9 just to show off the tech, after all.) Judging from this year’s iPhone lineup, it’s logical to think it was a successful experiment. The price puts the phone in a new price territory.įor all intents and purposes, the iPhone X was an Apple experiment. ![]()
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