Comment: Apple surprised on price from Apple TV+ to iPhone and Apple Watch squib
Apple has had a reputation over the last few years of becoming increasingly expensive. Across 2018 especially, some events infamously saw every product see a base price rise by 10-20%.
This time around though, Apple bucked the trend. From its services to its hardware, Apple maintained or reduced prices. The company was particularly aggressive with lowering prices of its generation-old devices.