During Apple’s iPhone even Tuesday, the biggest applause breaks weren’t for the iPhone 11 Pro’s triple camera or the Apple Watch’s always-on display. They weren’t for Jason Momoa in the See trailer or the iPhone 11’s Night Mode. Rather, they were for the slides that are usually met with murmurs or outright silence: the prices.
Out of nowhere, Apple stopped being the company that sets the bar for the high end. Instead, it undercut Disney with its Apple TV+ streaming service, bested Google’s Stadia with Apple Arcade, delivered more iPad for the same price, and—the biggest surprise of all—trimmed the price of the iPhone 11 by $50 across the board. And that’s not to speak of the free year of Apple TV+ you get with basically any Apple device purchase.
