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Quick Take: Apple Doubles Down On Its Premium Brand With The iPhone 5s And 5c

New Products Reflect The Company's Conviction That It Can Command Growth At The High End Of The Smartphone Market

September 11, 2013


  • By Charles S. Golvin,
  • Frank Gillett
  • with Ted Schadler,
  • Bryan Wang,
  • Nate Fleming

Why Read This Brief

As the world watched Apple's latest iPhone announcements, the company departed from its previous product strategy. With a saturating high-end smartphone market and growth rapidly shifting to cost-conscious emerging markets, logic dictated that Apple's new lineup would feature an entry-level iPhone. But Apple does not follow conventional logic and sees the market opportunity differently, as evinced by not only its new lineup but also by its total offering of hardware, software, and applications.

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