What Apple taught me about pricing… | Shreya Pattar

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What Apple taught me about pricing…

Shreya PattarJul 31, 1 min

I broke my phone a few days ago.

The next morning, I went to the store.

I looked around and found the phone that suited my requirements.

Then, I had 3 options:
1. 64 GB (€ X)
2. 256 GB (€ X + 170)
3. 512 GB (€ X + 400)

Without thinking much, I went for the second option: 256 GB.


1. 64 GB was too less for me
2. There was no option for 128 GB
3. The only sensible choice was 256 GB, even if that meant paying more.

And that’s exactly why Apple did not create the 128 GB model. Because that’s the intermediate – one that EVERYONE would go for.

So, by skipping the 128 GB option, Apple made our decision for us.

How can you apply this pricing strategy to your business?


P.S. If you don’t use contrast, everything seems expensive or cheap.

~ Peter Thompson

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