In this episode of The Pricing Guys, Avy and Michael unpack ‬Apple's latest iPhone pricing move and why holding price flat while adding value is more strategic than it looks.

What starts as a discussion about the new iPhone and iPad turns into a broader conversation about price-volume tradeoffs, consumer caution, and what it means when a category leader decides not to take price. They explore whether Apple is responding to softer demand, a broader flight to value, or a more mature, replacement-driven market where upgrades are no longer automatic.

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