Sign up for our daily briefing
Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Denver news in your inbox
Catch up on the most important stories affecting your hometown with Axios Denver
Des Moines news in your inbox
Catch up on the most important stories affecting your hometown with Axios Des Moines
Minneapolis-St. Paul news in your inbox
Catch up on the most important stories affecting your hometown with Axios Twin Cities
Tampa Bay news in your inbox
Catch up on the most important stories affecting your hometown with Axios Tampa Bay
Charlotte news in your inbox
Catch up on the most important stories affecting your hometown with Axios Charlotte
With his predecessor Steve Jobs projected behind him, Apple CEO Tim Cook kicks off yesterday's event. Photo: Marcio Jose Sanchez / AP
The iPhone X (pronounced "10") will sell for $999 beginning Nov. 3. That's double what the first iPhone cost a decade ago, and more than any other competing device — as Apple positions itself as "a purveyor of pricey, aspirational gadgets," per AP's Michael Liedtke and Barbara Ortutay:
- "Apple is ... continuing to push its prices higher, even though improvements it's bringing to its products are often incremental or derivative. ... [T]hat runs contrary to decades in which high-tech device prices have fallen over time, often dramatically, even as the gadgets themselves acquired new features and powers."
- "The premium pricing strategy reflects Apple's long-held belief that consumers will pay more for products that are so well designed that they can't fathom living without them."
Go deeper: See a video of Axios chief tech correspondent Ina Fried trying the iPhone X at the Apple event.