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Do people really buy their family such expensive stuff at Christmas in the USA? My wife is lucky to get something that costs £200...

Don’t know about the U.S but my family in the U.K do, last year I got a PS4 for Christmas with games and so on, I brought my mother an iPhone SE last year and an iPad in the past. It’s Christmas the time of giving.
 
You are missing my point. Their products sell so well that they don't need to be MORE competitive on price.

Which, you're missing my point as well in my response to you, given the fact that others acknowledged it. We already know Apple products sell well, but it's not about the product, it's about the deals on Black Friday consumers are looking for. Apples Black Friday products are not competitive enough where other consumers can find Apple products discounted heavily elsewhere.
 
Don’t know about the U.S but my family in the U.K do, last year I got a PS4 for Christmas with games and so on, I brought my mother an iPhone SE last year and an iPad in the past. It’s Christmas the time of giving.
It is, however monitory value isn’t everything. Anyway perhaps you have a smaller family as if we did that for all parents / children It’d cost us multiple thousands!
 
It is, however monitory value isn’t everything. Anyway perhaps you have a smaller family as if we did that for all parents / children It’d cost us multiple thousands!

Yea totally agree it's not about the monitory value, my point was about giving. I think Apple's gift guide has a gift for every budget really, of course not everyone can afford to buy loved ones iPhone's and so on but there are things like the AirPods, cases and so on.
 
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