Of all the things we expected from Apple's latest annual jamboree, a price war wasn't among them. The phonemaker, long known for selling only the most exquisitely expensive of devices to only the richest people in the world, has priced its latest offerings "aggressively" – that is to say, as cheap as chips. Or, at least, cheaper than a burger.
Granted, there is still no bargain-tier Apple smartphone. The new iPhone 11 may be its cheapest new model in years, even at its Brexit-inflated UK price of £729, but it's well above the global average of $363 (£294). Dropping the price of the most basic Series 3 Apple Watch to a very tempting £199 brings it into line with Fitbit's latest offering, but no...
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