Company executives moved some marketing staff from other projects to work on bolstering sales of the latest handsets in October, about a month after the iPhone XS went on sale and in the days around the launch of the iPhone XR, according to a person familiar with the situation. This person described it as a “fire drill,” and a possible admission that the devices may have been selling below some expectations. The person asked not to be identified discussing private strategy changes.
Boldfaced emphasis added by me.
Let’s review the original pricing for the iPad:
Here’s the key sentence:
We want to put this in the hands of lots of people.
The iPhone is already in the hands of lots of people.
But not in the hands of as many people as it should or can be.
Because Apple is doing Tiffany pricing.
Jobs once called a computer “a bicycle for the mind.” Today’s Apple sees the iPhone as a Rolls Royce for the rich.
They’ve lost their way.
Jobs would have acknowledged the changing landscape of pricing and done the right thing.
Let me remind the post-Jobs Apple of its own past warning: Internal Apple presentation on the iPhone: ‘Consumers want what we don’t have’
Now fix it.