The year consumers fought back against rising Apple prices
Apple has for years been a premium brand that rarely, if ever discounted products. Period. Every year, the company could raise prices on products, and consumers would not only happily pay, but stand in long lines for the privilege of doing so. So when Apple started putting misleading, but seemingly consumer-friendly posters in front of Apple Stores at the end of 2018 offering a new iPhone model for $300 off (with trade-in of your current phone), you know something different happened for the company this year.