Author: Rafi Mohammed

In this article, the author examines how Apple’s pricing strategy with the recent release of the iPhone X crosses an important threshold in consumer pricing. Why did Apple take this risk? As the author explains, Apple is using a premium price to set an expectation of excellence in consumers’ minds. Rafi Mohammed is the founder of Culture of Profit LLC, and author of The 1% Windfall: How Successful Companies Use Profit to Profit and Grow. He can be reached at rafi@cultureofprofit.com. This article originally appeared on the Harvard Business Review (HBR.org).

The Pricing Advisor, October 2017

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