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Why a fancy new iPhone will be a tougher sell than ever

October 13, 2020. Summarized by summa-bot.

It's a nightmare product-release scenario, even for Apple: A raging pandemic has infected millions, including the President, and forced millions of Americans out of work. A reckoning with racial injustice has swept across the country. And in the company's home state of California, record-breaking wildfires blaze.

Apple (AAPL) is likely to announce an iPhone 12 with 5G capabilities as its new flagship phone, making it the first iPhone that can connect to the latest, speediest wireless networks.

The last time Apple released a phone into so much economic uncertainty was the iPhone 3G in July 2008, when the United States was already in a recession and just before the financial crisis escalated with the bankruptcy of Lehman Brothers.

Products like the iPhone, iPad, and Apple Watch set style trends and exude an ineffable coolness, more so than any other consumer electronics company.

Apple's cheapest current iPhone is the second-generation SE, which starts at $399, and the company typically drops the price of the previous year's model when a new one comes out.

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