Apple’s Biggest Surprise: More Aggressive Device and Services Pricing

Company lowers cost of some iPhone, Apple Watch models
$4.99 a month for TV+ video service undercuts many rivals

The Key Takeaways From Apple's Latest Product Launch

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By Mark Gurman

September 10, 2019 at 10:07 PM UTC

This article is for subscribers only.

Apple Inc.’s biggest surprise at its keynote address on Tuesday was not a new feature, device, or service, but an aggressive pricing strategy that’s a departure for the premium electronics maker.

The iPhone 11 starts at $699, down from the iPhone XR’s $749 price last year. The XR stays in the lineup for $599, a $150 decrease for a phone that’s only a year old. That’s one of the biggest year-over-year reductions in iPhone history.