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Apple’s Pricing Decoy
Next time you’re sitting at an airport bar and hear two businesspeople debate whether Apple (AAPL) is a technology or design company, chime in: “Nope. What Steve Jobs sells is pricing.”
Pricing? You bet. Jobs is a master of using pricing decoys, reference prices, bundling, and obscurity to make you think his shiny aluminum toys are a good deal. Apple’s Sept. 1 announcement of new products was a classic example. The popular iPod Touch media player has been revamped at three price points, $229, $299, and $399—all costing more than the -
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