Fifteen pieces of flair
10 September 2007

Apple has already sold 1m of its hot mobile phones. So why did it risk alienating customers and cut the price by $200? Apple has a long history of smashing the guidance it sets. The maths suggest the group had to cut prices to keep the game going. Steve Jobs has a long history of smashing the guidance he sets. The maths suggest the group had to cut prices to keep the game going.