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.
Will Apple’s Lower iPhone Price Ease Dropping Sales?
- Publisher:SAGE Publications: SAGE Business Cases Originals
- Publication year:2020
- Online pub date:
- Discipline: Consumer Behavior, Pricing, Competitive Strategy
- Contains:Teaching Notes
- Length:515 words
Region:Northern AmericaCountry:United States of AmericaOrganization:Apple Inc.Organization Size:Type:Online ISBN:9781529728651Copyright: © Nicole Borgenicht 2020