Apple is giving iPhone retailers in India permission to slash prices in a bid to boost sales.
Even the company’s older handsets are still too expensive for the vast majority of local consumers, and sales are suffering as a result. Apple has no choice but to cut prices if it wants to be successful in one of the world’s fastest-growing smartphone markets.
But is this Apple back at its best, or do we need more out of Cupertino? Are fancy software updates enough to breathe new life into boring hardware? Is Apple’s new push into virtual reality and machine learning too little, too late?