Nine years ago, Apple introduced its first iPhone priced at over 1,000 euros, a move that helped break a psychological barrier for consumers and paved the way for the company's current market position. Today, the iPhone 18 Pro starts at 1,490 euros, while the new foldable iPhone Duo is priced at 3,840 euros. Despite the rising costs, Apple’s marketing strategy—centered on storytelling rather than detailed technical specs—remains effective in 2026. This approach has helped the company maintain its position as a global leader in innovation and consumer electronics. In the 1990s, major tech companies focused heavily on technical metrics like megahertz (a measure of processor speed) and megabytes (a unit of data storage). However, Apple faced declining sales and turned to a different strategy. The “Think different” advertising campaign, launched in the late 1990s, helped reposition the brand and led to the development of iconic products like the iMac, iPod, and eventually the iPhone. This shift in marketing helped Apple rise to the top of the Fortune 500 list in 2005, a position it has held ever since. Today, Apple has become selective about which technical details it highlights. Instead of listing all specifications, the company focuses on key features or how its products can enhance users' lives. For example, the iPhone Duo product page emphasizes screen brightness at 3,000 nits—a measure of how bright the display can get, where Apple is a leader. Battery capacity details are avoided in favor of highlighting compact designs and the promise of watching videos for more than a day. Chip performance is described using approximate comparisons instead of exact numbers, and the amount of RAM is not specified, as it is seen as common in mid-range Android devices. Instead, Apple demonstrates the smooth performance of high-end games. Apple’s approach allows the company to offer perceived added value without necessarily increasing the amount of computing power in its devices. By focusing on software optimization and practical use cases, Apple can innovate without relying on more powerful hardware. This strategy also helps the company avoid the rising costs of components like RAM, which have increased due to the global demand for data centers. Apple has subtly raised the price of the iPhone 17 by 150 euros, reflecting these cost pressures. With pre-orders now open, Apple continues to emphasize the experience and benefits of its products over technical specifications.