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Apple Counts on Upscale Shoppers to Turn Latest iPhone Into Hit

  • Preorders show that costliest iPhone 14 is most popular model
  • Even without price hike, Apple benefits from shift to high end
The Apple flagship store in Singapore on Sept. 16.
The Apple flagship store in Singapore on Sept. 16.Photographer: Edwin Koo/Bloomberg
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The latest iPhone is hitting stores Friday, and Apple Inc. is counting on well-heeled shoppers to make the device a hit during a year of roaring inflation and shaky technology spending. 

The iPhone 14 lineup reserves the best features for the high-end Pro models costing at least $1,000. And based on preorder data, the strategy is already working with consumers, who have turned the most expensive new iPhone into the most popular version.