, Columnist
Apple Doesn’t Do Low Budget
The iPhone maker’s power is now all in the pricing.
Go big or go home.
Photographer: Elijah Nouvelage/AFP/Getty Images
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Apple Inc. proved one thing this year: It can charge whatever it wants for iPhones. Its growth rests on its ability to maintain that pricing power.
Mark Gurman and Debby Wu of Bloomberg News revealed more details of Apple’s planned makeover for its fall 2018 iPhone models. There will be an updated version of the 2017 iPhone X; a higher-end, larger-screen edition of the iPhone X, presumably with an even higher-end price; and an iPhone X-like model with some more basic parts that will serve as the entry level model in Apple’s 2018 lineup.