Why Apple should have marketed the iPhone X like a pot of gourmet jam

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

Apple AAPL, -4.34% is reportedly slowing production of the iPhone X after lower-than-anticipated demand, and we’re all left to wonder: What went wrong?

The iPhone X was supposed to mark the iconic smartphone’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 by the Wall Street Journal, which cited a person described as knowledgeable about Apple’s production goals.

Apple is usually a 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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