(Sept 11): Apple’s biggest surprise at its keynote address on Tuesday was not a new feature, device, or service, but an aggressive pricing strategy that’s a departure for the premium electronics maker.

The iPhone 11 starts at US$699 ($965), down from the iPhone XR’s US$749 price last year. The XR stays in the lineup for US$599, a US$150 decrease for a phone that’s only a year old. That’s one of the biggest year-over-year reductions in iPhone history.

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