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It’s sleek, it’s fast, and boy does it ever look good. But why is it not selling as you would expect? We’re talking about the iPhone 10, Apple’s latest offering to hit the market. As with all iPhone iterations, it comes with a slew of new features and all the bells and whistles you would hope for. However, the iPhone 10 sales are actually down 1.24% from last year. To better figure out why these beauties aren’t flying off the shelf, we explore three possibilities.

The Price is Too High

When the price of the new iPhone was announced, you could almost hear a pixelated pin drop throughout the tech world. It was an incredibly high price compared to any phone available. That being said, there might be a method to Apple’s madness. Considering that their sales are up 13% compared to last year, this higher price strategy means that Apple might not sell as many phones, but the phones they do sell will have a serious impact on their bottom line.

Controversy

You might remember that at the end of 2017 there was quite a kerfuffle over the admittance by Apple that many of their older iPhones consumed much of the battery due to software updates. In fact, Apple faced several class action lawsuits on behalf of consumers stating that this battery usage was intentional so that consumers would have to upgrade to newer models. Let’s face it; nobody likes to be manipulated. It is possible that this was the last straw for many iPhone owners to make the switch to Android. Regardless if this was the case or not, this debacle with the battery surely didn’t help sell more iPhone 10s.

Too Many Options

Apple made an interesting choice when they launched the Apple 10. Besides the price point and the cool new features, what also made this product launch exciting was the fact that they opted to offer two other phones, the iPhone 8 and the iPhone 8 Plus, at the same time. This could potentially have two unintended consequences.

First, too many options can overwhelm consumers. When they have a single choice, most consumers will happily buy the product. But when you add extra options, you make that purchase decision more difficult. Second, the two other options offered were not that different from the previous iteration of the iPhone. They were essentially offering either a costly version or two other options that were very similar to the earlier version.

While it is clear that there are many let downs with the new iPhone 10, there are also many pluses. Specifically, we can always count on the excellent apps that the App Store offers. Apple’s high standards for apps has revolutionized iOS app development and created some outstanding apps. So, while many of the new features of the new iPhone might be overrated and a little too expensive for many consumers, at least the apps won’t let you down.