Quote from Ndubuisi Ekekwe on September 11, 2019, 3:07 PM

Apple has indeed pivoted. The era of extracting all the profits from hardware is over. Proprietary hardware packaged in exclusive software remains, but pricing has evolved. This is the sign of the time: Apple is “gone service” and the more people that use the hardware the better. That is why the new iPhone 11 is starting at $699. That is pricing that makes sense - the fashonista has been normalized by markets.