“With the iPhone X now in stores (well, sort of — if you catch them at the right time), Apple has now laid down its hand and waits to see where consumer demand lands,” Lynley writes. “Its bid to unlock a higher-tier consumer could indeed end up creating a ton of value for the company… Apple this year has increasingly looked like it’s on a real pathway to becoming a $1 trillion company, and now the holiday quarter is going to show if it’ll be able to pull that off.”
“If Apple is going to hit $1 trillion, it’s going to have to have a portfolio of products that allow it to incrementally increase the total market it can attack. This is typically referred to as TAM (total addressable market), and for a while it looked like Apple may have hit the upper bound of that as the iPhone hit a saturation point with consumers,” Lynley writes. “So Apple has made a big bet to increase that possibility to ratchet up that least upper bound: seeing if people will pay more for its products. And that meant coming out with a phone that costs nearly $1,200 in the United States.”
Read more in the full article here.
MacDailyNews Take: As has been the case for years with Apple, iPhone ASP is the key to real growth.
With iPhone X, so far, so good.
iPhone X drives Apple’s ‘best ever’ year for smartphone sales – December 1, 2017