Show an Apple loyalist a dozen constructive iPhone reviews and one critique - they’ll zero in on the positives and dismiss that lone unfavourable as nonsense (responsible as charged). They’ll say, "See? All these individuals adore it! Behavioral economists demonstrated this dramatically in experiments: give people a random quantity (say, the last digits of their phone number) and then ask how a lot they’d pay for an merchandise, and those with increased random numbers willingly pay substantially greater than these with lower numbers.

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By the point Apple rolled out the following models (XS, XR), that $999 had primed consumers’ expectations.

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