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Apple's "Phony" Reaction to iPhone Customers
By B. Joseph Pine II & James H. Gilmore
Harvard Business Online | September 2007
A precipitous $200 price reduction on Apple’s iPhone, then a ham-handed $100 rebate offer to existing customers bruised the iconic company’s reputation. Pine & Gilmore offer alternative approaches to help Apple recapture its legendary appeal.
See article and commentary: http://conversationstarter.hbsp.com/2007/09/apples_phony_reaction_to_iphon_1.html
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