Will Apple’s Lower iPhone Price Ease Dropping Sales?

Will Apple’s Lower iPhone Price Ease Dropping Sales?

  • Case
  • Teaching Notes
Abstract

After facing dropping sales, Apple launched its iPhone 11 in September 2019 at an unexpectedly lower price compared with previous years’ models, disrupting the company’s usual practice of introducing updated models at increasingly higher prices. This short case asks students to discuss the pricing adjustments in order to evaluate Apple’s place in the smartphone market amid changing consumer behavior habits.

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