How Apple’s new pricing move may be a game changer

While the iPhone – all things Apple actually – has always been considered expensive, it was in 2017 that it went to another level. When Apple unveiled the iPhone X, it priced the phone just under $1,000 for the base 64GB variant. No other mainstream phone had touched the $1,000 mark till then, forget crossing it. A year later with the iPhone XS Max, Apple broke the $1,000 ceiling handsomely and since then it has ‘suffered’ more than ever and has the ‘expensive’ tag firmly plastered all over it.
Now it looks like Apple is moving towards shedding that tag, one step at a time. Take the case of the newly-unveiled iPhone 11. Apple has kept its starting price at Rs 64,900 and at this price it looks like a good deal. This we are saying without taking into account, certain cashbacks or early bird offers that it’s bound to come with. It’s not your quintessential iPhone pricing. Consider this when was the last time Apple launched a new phone and actually priced it less than the previous generation iPhone? It has never happened.