Classic iPhone Returns To Save Apple’s Poor Performance

A little over four months since Apple removed it from sale, the iPhone X is once more available from the Apple website. Except this time it comes with a significant discount to you alongside some relevant sales data for Tim Cook and his team.

Like many handsets before it, the iPhone X has arrived in the quiet corner of the Apple website reserved for reconditioned units. That means the 64GB iPhone X can be purchased with a $130 discount in the original price… naturally while stocks last.This isn’t the first time in this product cycle that Apple has brought back a cancelled iPhone to the market. Although it was removed from sale when the new iPhones were announced, the iPhone SE captured the headlines when clearance stock was advertised on the Apple website. At the time I argued that this would provide Tim Cook and his team with data about the ongoing popularity of the smaller iPhone in the same market as the XR, XS and XS Max:

While there’s no indication on the total number of units available, Apple will have gained something much more valuable than the revenue from the handsets. It will have gained data on the popularity and demand on the SE.

While that may be evident on social media and community sites, having customers coming to the Apple website, seeing how they navigate through the offers, watching them digitally close the sale, and to see if these are new or existing customers will no doubt be carefully analysed. More importantly Apple would be able to extrapolate the impact on sales of the higher-end and more expensive smartphones.

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