Apple fails to market the iPhone 12 Pro to the average consumer


Pricing for the Apple iPhone 12 Pro Max is unveiled.

Daniel Acker | Bloomberg | Getty Images

Apple just announced its latest class of iPhones, but some analysts said the company failed to address a key point: Why the average consumer should shell out $1,000 or more for its top-of-the-line model.

“In past phone cycles, we have felt that AAPL makes a strong case why tech-savvy consumers should gravitate towards the highest end solution (iPhone X in 2017, iPhone XS in 2018, iPhone 11 Pro in 2019), but we do not believe such a case was made as strongly in 2020,” Deutsche Bank analysts said in a research note Wednesday. “We worry that the event did not make a strong enough case that the average…


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