C is for Cognitive Illusion

Horace Deidu breaks down the segmentation of the iPhone now that the 5s and 5c have been fully revealed. Apple’s positioning was a bit of a surprise for everyone – showing that they can still be unexpected even when their supply chain leaks almost every physical detail of the new phones.

The big implications from Horace: ASP is headed down, slightly. 5c is going to big a big part of the mix rather than an enticement to lure shoppers in and upsell. And this marks the period where Apple at least feels we have hit “good enough” in the developed smartphone markets.