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With limited-edition red iPhone 8, Apple is doing it wrong

April 13, 2018


The dazzling, candy-apple Project Red iPhone 8 phones are now on sale. You could say that the timing is brilliant, revving up iPhone sales six months after the iPhone 8, 8 Plus and iPhone X first came on the market. Apple wants a second hit on an “older” phone.

But I think Apple and other phone makers are going about its special-edition release backwards, creating a situation that punishes early buyers by withholding the most exclusive models at launch. That’s because early adopters already own their phones by the time that special-edition color rolls around. In fact, a delayed special-edition model rewards the late adopters.

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