Apple Ignores "Commodity Trap" and Delivers Two New Premium iPhones

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Report Summary:

Apple unveiled two new iPhones on September 10 2013 designed to protect and even grow its profitability rather than meeting pundits’ and shareholders’ expectations for devices that would drive volumes at the expense of margins. With the newly introduced iPhone 5s and 5c Apple served notice that its existing smartphone business model is not broken and that it has no intention of following its peers by falling into a “commodity trap” through pursuing higher shipment volumes at all costs.

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