The iPhone, a product of Apple Inc. (Apple), made its debut in 2007 and proved to be a trailblazer in the smartphone industry. The phone, several versions of which were launched over the years, was looked upon as a status symbol by many smartphone owners. It also commanded intense loyalty among its users as was evident from the way consumers queued up before stores at the time of the launch of a new version. This also allowed Apple to price its iPhones higher than other smartphones. The iPhone’s appeal was enhanced by its ecosystem comprising the iOS operating system, applications, services such as iCloud and Apple Pay, and products such as the iPad and Apple Watch. According to industry observers, the iPhone brand’s appeal was further enhanced with the launch of the iPhone X in September 2017. .

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