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Apple's $1,000 iPhones are turning it into a luxury brand — and it could lose a whole generation of customers (AAPL)

September 16
11:12 2018

Apple's $1,000 iPhones are turning it into a luxury brand — and it could lose a whole generation of customers (AAPL)Apple is increasingly transforming itself into a luxury brand. A year after debuting its first thousand-dollar smartphone, the company replaced it with two more.At the same time, it cut its lowest-priced iPhone.The moves could boost Apple’s near-term revenue and profits.But they could lead to stagnating phone sales and could discourage people from becoming Apple customers, which could have long-term consequences for the company.


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