Apple’s iPhone X failed the famous ‘jam study’

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Apple could learn from a famous 2000 experiment in consumer psychology involving a pot of jam.

Apple AAPL is reportedly slowing down production of the iPhone X after lower-than-anticipated demand, and we’re all left to wonder: Where did the company go wrong?

The iPhone X was supposed to mark the iconic phone’s 10th anniversary. Instead, Apple is cutting production from 40 million units to 20 million iPhone X handsets in the first quarter, according to a report in The Wall Street Journal, which cited a person with knowledge of Apple’s production goals.

Apple is usually the leader in branding and messaging, but this time it stumbled, said Tom Meyvis, professor of marketing and coordinator of the Ph.D.

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