24 Oct '11, 5am

Apple used to make high-priced objects of desire. Now it's beating competitors on price. How does Apple do it?

NEW YORK - Something unexpected has happened at Apple, once known as the tech industry's high-price leader. Over the last several years it began beating rivals on price. People who wanted the latest Apple smartphone, the iPhone 4S, were able to get one the day it went on sale if they were willing to wait in a line, spend at least US$199 (about S$250) and commit to a two-year wireless service contract with a carrier. Or they could have skipped the lines and bought one of the latest iPhone rivals from an Apple competitor, as long as they were willing to dig deeper into their wallets. For US$300 and a two-year contract, gadget lovers in the United States could have picked up Motorola's Droid Bionic from Verizon Wireless, or they could bought the US$230 Samsung Galaxy S II and US$260 HTC Amaze 4G, both from T-Mobile, under the same terms. Apple's new pricing strategy is a big ...

Full article: http://www.todayonline.com/TechandDigital/EDC111024-00002...

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