Analyst Commentary

The new iPhones do what they have to do, but there's one more thing



With the introduction of three new iPhones, Apple created a new step in the smartphone price pyramid: super-premium. The super-premium iPhone X starts at $999, and Apple must have some concerns about pushing up the price of its top-of-the-line smartphone. TBR believes, however, that Apple has found the right combination of features, design and aura to maintain the company’s dominance of high-end smartphones. The 8 and 8 plus are logical next steps in iPhone evolution. Slightly more expensive than the 7 and 7 plus when they were introduced, b...

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