How iPhone X sold less units yet changed the dynamics of the industry

Months before Apple had launched what is now known as the iPhone X, there was a lot of noise about how $1000 was way too much for a smartphone. Analyts, critics and skeptics had wondered aloud whether Apple’s pricing strategy would pay off or not. Surveys were conducted and the most logical answer was: you might be Apple but $1000 was not something people were willing to pay. Were Tim Cook and co. bang on about the pricing? Or are Tim Cook and co. having the last laugh? The answer lies somewhere in between.

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Months before Apple had launched what is now known as the iPhone X, there was a lot of noise about how $1000 was way too much for a smartphone. Analyts, critics and skeptics had wondered aloud whether Apple’s pricing strategy would pay off or not. Surveys were conducted and the most logical answer was: you might be Apple but $1000 was not something people were willing to pay. Were Tim Cook and co. bang on about the pricing? Or are Tim Cook and co. having the last laugh? The answer lies somewhere in between.