Apple Unveils First Foldable Smartphone as Part of New Pricing Strategy
At its September 9 'Surprise & Shine' event, Apple (AAPL) introduced a new foldable smartphone called the iPhone Duo alongside an updated iPhone 18 Pro. This marked CEO John Ternus's first major product launch and signaled a shift toward ultra-premium pricing for the company’s flagship devices. The iPhone Duo is priced at $1,999, while the iPhone 18 Pro starts at $1,199. The move reflects Apple's strategy to target high-end consumers willing to pay more for premium features and innovation in a competitive smartphone market. Analysts suggest that this pricing shift could influence consumer expectations and potentially impact sales volumes but may also strengthen profit margins if the demand holds.
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Topics: new CEO debut premium pricing strategy product launch