When Apple dropped the price of its iPhone by a third after only two months on the market even its most loyal buyers complained bitterly forcing CEO Steve Jobs to apologize and offer a partial rebate. According to Wharton faculty and analysts the iPhone episode reflects an evolving marketplace where innovation fierce competition and globalization are changing strategic approaches to pricing. Meanwhile pricing is gaining new interest as management looks for ways to increase revenues after years of focusing their attention on downsizing and cost-cutting.
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