A lot of zeros shore up iPhone's value
Apple's new product plays tech catch-up, but price polishes aura
The unveiling of the new Apple iPhone range at Apple Park in Cupertino, California, on Tuesday night delivered no technology surprises, thanks to extensive leaking of device specifications ahead of the launch. But there was one non-tech surprise. As expected, three new phones were announced: the iPhone 8, the 8 Plus and the X. The first two are almost indistinguishable updates on the iPhone 7 and 7 Plus, while the X represents a new phase in Apple's evolution as it introduces a larger screen and the highest price-point so far for a standard phone. The price was the big surprise of the night, with the basic version of the iPhone X, allowing 64GB of storage, coming to market at $999 (about R13,000). A 256GB version will cost $1,149. While the price has come in for widespread criticism, it is, in fact, Apple's prime differentiator. It allows Apple to imbue the iPhone with a greater aura of value than any of the other phone brands. As a result, the iPhone remains the most aspirational p...
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