Apple has learned from the auto sales industry when you change the conversation to monthly payments instead of the total price, many consumers don’t seem care about the high price. Then, once the $1000 phone becomes an $1199 phone, Cook can say it’s only a few premium coffees a week more again. From a business standpoint I get it, but as a paid-in-full type of customer that tactic doesn’t work for me. I hope customers keep holding onto their phones longer in response.
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