iPhone hype cools down: Apple focuses on ‘budget’ gadgets now that customers no longer want to pay 1,300 euros

Apple is everywhere. In pockets, on desks and even on wrists, the brand determines how we communicate, work and relax. Exactly five decades ago, Steve Jobs kicked off a technology culture that normalized words like ‘selfie’ and ‘apps’ and got consumers to spend another 1,300 euros a year on a new phone. The company seemed inviolable. Still, the question arises: has Apple passed its peak?

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