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In 2018, Apple released three versions of the iPhone X: the XS (priced at $999), the similarly-equipped but larger XS Max (priced at $1,099), and the more affordable XR (priced at $749). The premium priced XS models both featured Apple's top- of-the-line display and cameras, which are superior to those found in the XR. All phones use the same operating system, but the speed and battery life in the higher-end models are slightly better. Five years earlier, Apple had used a similar strategy, offering both the low-end iPhone 5c, made of polycarbonate and steel, alongside the 5S, which offered glass and aluminum construction and more advanced photo features. Companies release alternative versions of the same product to By charging lower prices to price-sensitive customers for the XR or 5c, Apple undercut competitors in ways the competitors could not have expected enabled such consumers to overcome the hurdle of a slightly different product to pay a lower price

In 2018, Apple released three versions of the iPhone X: the XS (priced at $999), the similarly-equipped but larger XS Max (priced at $1,099), and the more affordable XR (priced at $749). The premium priced XS models both featured Apple's top- of-the-line display and cameras, which are superior to those found in the XR. All phones use the same operating system, but the speed and battery life in the higher-end models are slightly better. Five years earlier, Apple had used a similar strategy, offering both the low-end iPhone 5c, made of polycarbonate and steel, alongside the 5S, which offered glass and aluminum construction and more advanced photo features. Companies release alternative versions of the same product to By charging lower prices to price-sensitive customers for the XR or 5c, Apple undercut competitors in ways the competitors could not have expected enabled such consumers to overcome the hurdle of a slightly different product to pay a lower price

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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In 2018, Apple released three versions of the iPhone X: the XS (priced at $999), the similarly-equipped but larger XS Max (priced at $1,099), and the more affordable XR (priced at $749). The premium priced XS models both featured Apple's top- of-the-line display and cameras, which are superior to those found in the XR. All phones use the same operating system, but the speed and battery life in the higher-end models are slightly better. Five years earlier, Apple had used a similar strategy, offering both the low-end iPhone 5c, made of polycarbonate and steel, alongside the 5S, which offered glass and aluminum construction and more advanced photo features. Companies release alternative versions of the same product to generate hurdles and market segmentation confuse competitors, making it difficult for them to anticipate the company's next move
Transcribed Image Text:In 2018, Apple released three versions of the iPhone X: the XS (priced at $999), the similarly-equipped but larger XS Max (priced at $1,099), and the more affordable XR (priced at $749). The premium priced XS models both featured Apple's top- of-the-line display and cameras, which are superior to those found in the XR. All phones use the same operating system, but the speed and battery life in the higher-end models are slightly better. Five years earlier, Apple had used a similar strategy, offering both the low-end iPhone 5c, made of polycarbonate and steel, alongside the 5S, which offered glass and aluminum construction and more advanced photo features. Companies release alternative versions of the same product to generate hurdles and market segmentation confuse competitors, making it difficult for them to anticipate the company's next move
In 2018, Apple released three versions of the iPhone X: the XS (priced at $999), the similarly-equipped but larger XS Max (priced at $1,099), and the more affordable XR (priced at $749). The premium priced XS models both featured Apple's top- of-the-line display and cameras, which are superior to those found in the XR. All phones use the same operating system, but the speed and battery life in the higher-end models are slightly better. Five years earlier, Apple had used a similar strategy, offering both the low-end iPhone 5c, made of polycarbonate and steel, alongside the 5S, which offered glass and aluminum construction and more advanced photo features. Companies release alternative versions of the same product to By charging lower prices to price-sensitive customers for the XR or 5c, Apple undercut competitors in ways the competitors could not have expected enabled such consumers to overcome the hurdle of a slightly different product to pay a lower price
Transcribed Image Text:In 2018, Apple released three versions of the iPhone X: the XS (priced at $999), the similarly-equipped but larger XS Max (priced at $1,099), and the more affordable XR (priced at $749). The premium priced XS models both featured Apple's top- of-the-line display and cameras, which are superior to those found in the XR. All phones use the same operating system, but the speed and battery life in the higher-end models are slightly better. Five years earlier, Apple had used a similar strategy, offering both the low-end iPhone 5c, made of polycarbonate and steel, alongside the 5S, which offered glass and aluminum construction and more advanced photo features. Companies release alternative versions of the same product to By charging lower prices to price-sensitive customers for the XR or 5c, Apple undercut competitors in ways the competitors could not have expected enabled such consumers to overcome the hurdle of a slightly different product to pay a lower price
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