The biggest surprise at Apple's keynote was not a new feature, device, or service, but an aggressive pricing strategy that's a departure for the company (Mark Gurman/Bloomberg)
The biggest surprise at Apple's keynote was not a new feature, device, or service, but an aggressive pricing strategy that's a departure for the company — - Company lowers cost of some iPhone, Apple Watch models — $4.99 a month for TV+ video service undercuts many rivals
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