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The Campanile

Column: Apple’s sly tactics

Along with the iPhone 8 and iPhone 8 Plus, Apple Inc. CEO Tim Cook, Apple Inc., Angela Ahrendts, Jeff Williams, Eddy Cue, Jenova Chen, Phil Schiller, Atli Mar and Craig Federighi unveiled Apple’s new iPhone X on Sept. 12, exciting Apple fans from around the world.

However, the introduction of the iPhone X at $999 and above essentially renders the iPhone 8 obsolete. In reality, the iPhone X is a completely overhauled version of the iPhone 8, meaning the iPhone 8 has no features to offer over the iPhone X.

Apple’s choice to release the iPhone 8 instead of the iPhone 7s reveals much. Previously, the “s” model — which stands for speed — in the iPhone’s title indicated that the updated model was not significant enough to have its own name with a new number.

By naming the new phone the iPhone 8, Apple is strategically showcasing the new iPhone as more than just a minor upgrade. While the new iPhone 8 has some remarkable features such as wireless charging, a more powerful chip, a modified camera and a tighter seal, the new features do not seem to justify Apple’s name changes. So why did Apple decide to change the name of their phone?

The answer lies in Apple’s new iPhone X, a must-buy for all Apple users who can afford it. First, the new features in the iPhone 8 are included in the iPhone X. Furthermore, the iPhone X’s end-to-end display makes the phone more immersive than ever, covering a higher percent of its surface than its biggest competitor, the Samsung Galaxy Note8.

The new facial recognition software is innovative; so much so that, in fact, the new iPhone X can be unlocked through seamless facial recognition. This recognition is accomplished through depth perception identification and attention to incredible facial detail. With the removal of the home button, Apple appears to have completely reworked its hardware to qualify as a potential competitor in the mobile phone market.

The iPhone X has all of the features that are necessary for a jump to a completely new model. So wouldn’t it make sense for the iPhone 8 to be called the iPhone 7s, and the iPhone X to be called the iPhone 8?

According to Apple, the name change was justified because the iPhone X was built for the 10th anniversary of the iPhone. However, the name change allows Apple to move the iPhone X’s price to $999. The price is $200 more than previous iPhones and does not follow its old price trend. Apple’s old price trend would establish the newest model at $700 and move the older model to $550. An iPhone priced at $1000 could have easily caused an uproar for users around the world. But because Apple chose a different name for its new phone, the phone looks more impressive than it should, leading more consumers  to accept the price change.

Although the new features of the iPhone X are groundbreaking, its markup of $200 should be seen as a sly tactic of Apple’s marketing team rather than a update three models into the future.

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