🔒 In a rare sign of stress, Apple cuts iPhone XR price in Japan

By Felicity Duncan

Apple has been sold off over the last couple of weeks amidst clear signs of trouble in the iPhone market. Earlier, the press reported that Apple was cutting its iPhone orders, leading suppliers to cut their own growth forecasts. Now, Apple has reportedly decided to offer incentives to lower the price of the iPhone XR in Japan. This is a rare move for Apple, which seldom uses pricing discounts to boost sales, preferring to sell fewer units at higher prices.

The Apple Inc. iPhone XR smartphone is displayed during an event at the Steve Jobs Theater in Cupertino, California on September 12, 2018. Photographer: David Paul Morris/Bloomberg


However, it seems that the need to move phones in Japan, a key market, has outweighed Apple’s usual caution on pricing. The move is likely to be received poorly by investors, who are already wary of Apple’s slowing iPhone sales.

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