The Apple senior vice president of worldwide marketing, Phil Schiller, at the launch event California for the new iPhones. Stephen Lam/Reuters
The Apple senior vice president of worldwide marketing, Phil Schiller, at the launch event California for the new iPhones. Stephen Lam/Reuters

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$999 for an iPhone X? Where do I sign?

Apple's brand loyalty means its customers will happily pay top dollar

John Everington

September 13, 2017