September 2017 News


Why is the iPhone X so expensive?

Posted by MBL Web Design

Last month, Apple announced the latest major iteration in the iPhone family – the iPhone X. The smartphone series' well-established numbering convention was dropped in favour of a bold Roman numeral to celebrate 10 years of the iPhone. And as they say: when in Rome, do as its inhabitants.

Perhaps it was that thinking that led to Apple applying a price increase that appears to be on par with a legendary Roman tax hike.

The entry point for the X stands at a whopping £999 for the 64GB version; while the 256GB version hits the highs of £1,149.

So why the jump?

Well, the iPhone X is being marketed as a premium brand. With the release of the iPhone 8 just last month, it surprised many to see the X announced so quickly.

But Apple knows its most ardent fans will pay a premium for the most advanced iPhone on the market. To such affluent customers, price is no barrier.

Additionally, it allows Apple to position the 8 as the entry point of iPhones. With early reports suggesting that the 8 is struggling to outmuscle the resilient iPhone 7 series, the X makes the 7 seem outdated.

A similar tactic was used by Microsoft when jumping from the struggling Windows 8 to Windows 10. The latter's announcement allowed the tech giant to diminish support for the immensely popular Windows 7.

It is, however, worth noting that iPhone 7 Plus' 256GB model has an RRP of £919.

While it does make the X price jump less jarring, there's no doubt that it's still a big ask for those outside of the rabid Apple fanbase.

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