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2018-11-06 — wired.com

What really caught investor and analyst attention--and not in a good way--was the company's announcement that it would no longer tell investors how many devices it sold in a quarter, and instead simply present overall revenue for its suite of devices. That did not sit well, and some analysts speculated that Apple was reducing its transparency because it "has something to hide."

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In a world where everyone will soon have a smartphone as surely as electricity, and the middle class will likely have a tablet or some form of computer, Apple has elected to be more like Tiffany or Mercedes rather than Walmart or Hyundai. That means speaking to as an aspirational clientele for whom brand, form, and function are all of a part, and where the higher price point is at times a sotto voce aspect of the appeal.

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