Back70 million units at $10,00 in the holiday season An Apple iPhone sells for around $1,000 and the company will sell about 70 million iPhones in the 2019 ‘holiday season’.In marketing the iPhone, Apple pursues a premium pricing strategy. Not only has this strategy supported margins, but it has also supported unit sales. Consumers expect […]
70 million units at $10,00 in the holiday season An Apple iPhone sells for around $1,000 and the company will sell about 70 million iPhones in the 2019 ‘holiday season’.In marketing the iPhone, Apple pursues a premium pricing strategy. Not only has this strategy supported margins, but it has also supported unit sales. Consumers expect to pay more for an iPhone and are more than happy to do so despite not being able to differentiate the various options in terms of features. Apple’s premium pricing strategy is also reflected in the $159 price point for AirPods. Indeed, Apple has an impressive track record in marketing products to its community at premium prices. The iPhone has supported the profitability of Apple for a number of years now. Ancillary products such as the AirPod has built on the premium pricing model and further enhanced profitability. Many years ago, Apple, then led by…