TOKYO -- The latest iPhones hit stores on Friday. Apple surprised tech industry observers with a bold pricing strategy, but it is yet unclear how much buzz the new devices will create, with lower priced Chinese smartphones gaining popularity.
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For Apple, new and refurbished iPhones are two sides of a coin
Pricing strategy aims to polish luxury brand image while expanding customer base
Apple's new iPhone XS and XS Max are displayed at the Apple Store in Tokyo on Sept. 21. (Photo by Kei Higuchi)
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