This quarter something strange- and new- happened. Unit sales decreased, revenue increased. 

In 2007, Apple turned the cellphone world upside down.  

The first iPhone was $399.  Now it’s just under $1,000.  It’s usual inflation. 

So has Apple decreased production costs?  Are the Apple Store’s paying off?  And don’t forget about Apple’s trade-in program, which has increased upgrade rates.  

Apple investors have long been clamoring over their conpany’s dependence on iPhone sales.  They believe those sales can’t last forever.  

They want Apple to come with the next big thing.  Whatever that means.  

One thing’s for sure, the upcoming iPhones will be even more expensive.  Bezel-less screens, OLED display.  

Apple certainly ain’t worried.  People are more than willing to pay more each year.