​Apple skipped iPhone 9, at the launch of iPhone Xs, Max and Xr. Just like they skipped the 2… but with the 2, it was for a good reason — to make it clear that this version of the iPhone supported 3G. So they went straight from the iPhone to iPhone 3G. But that isn’t the only peculiar thing about the iPhone lineup… even though their flagship device only accounted for 2-10% of the smartphone sales in Asia’s leading markets — India and China — they still managed to take Apple to a trillion. And phones make up more than half of the company’s revenue. 

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Apple’s Fall Events have been the stage for the biggest announcements for a decade now. So this fall, we’re talking Apple — the 1 trillion dollar company, that’s 1 followed by 12 zeros or roughly 10 of Ambani’s Reliance Industries. Apple has  made some of the most iconic and innovative devices in personal computing history. And this week, we’re looking at the people and products that made it possible. And it all started with Mac and Steve Jobs’ vision of making computing accessible more accessible — maybe not in price, but in ease of use. This is Mac and Steve. And today’s episode is about… the Apple iPhone.

Apple has had a busy decade. It’s a bit different from the previous decades when they were all about computers. After Steve Jobs launched the iPhone in 2007, they dropped “Computers” from their name. Because they were about more than that now. The phones market has grown rapidly since then, and along with that, Apple.

But this doesn’t mean Apple isn’t keen to sell more in India. They have to import most of the phones they sell. And that makes them even more expensive. Buying an iPhone X in India meant paying $500 more than buying it in the US in early 2018. And with the Rupee dropping, even other companies who thrive on budget pricing have had to raise their phones’ prices.

So instead, Apple has set up assembly units for older phones that have fewer features, but cost less than half of the latest phones. And unlike Android smartphones, even iPhones launched in 2013 will get the latest software update — iOS 12 — in 2018. That means newer features like augmented reality will be available on phones made five years ago. This makes Apple phones last longer, and so does the customer’s association with the company.  The pricing strategy isn’t the only thing thing they’ve got going for them.

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Their decisions like dropping the headphone jack and introducing a notch set industry trends and makes them look like the standard. Their patents for features like multi-touch screens or under-the-screen camera, that gives a glimpse into the future, keeps us hooked to iPhone in the news. And even Apple’s public stand against adding a backdoor to iOS despite several attempts by the government, only makes the brand more appealing to long-term users worried about their digital privacy.

​Apple also uses their elaborate keynotes, and aesthetic advertising to obsess over the tiny details like an extra colour, notch, dual camera to make them sound like a bigger deal than they are. Apple isn’t just an exemplary technology company that pioneered iconic designs and trends, but also a superiorly effective marketer. Days before an iPhone launch, your newsletters, timelines and feeds are taken over by Apple news. And while leaks take out the punch from some smartphones, for iPhones, it only makes the pitch land harder.

iPhone prices in India:
iPhone Xr will cost as much in India as iPhone Xs in the US.
iPhone Xr to cost ₹76,900 for 64GB storage.
iPhone XS and XS Max will cost  ₹99,900 and ₹1,09,000.