iPhone X: Apple makes a $999 gamble on its aspirational brand

At a market cap of $815 billion, Apple is the most valuable listed company in the world by some distance

Apple is taking a calculated risk with the pricing of its new phone. The $999 iPhone X is a bet on users’ loyalty and wealth and is on the surface consistent with the company’s longstanding strategy of differentiation and exclusivity. The danger lies in how the phone sells in the world’s huge and growing emerging markets; Apple clearly thinks it is a risk worth taking.

And it’s not without reason. Apple has always targeted the higher end of the market worldwide rather than just aiming for a larger base of users. In fact, if anything, Apple tends to price phones