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Which is also direct contribution of the rising cost of smart phones in general. Consumers are not willing to spend $1100 in full for smart phone that they would rather pay off over the course of time with 0% interest. Tim Cook even advocated last year that the iPhone X would cost what a consumer compares to what they spend on Coffee’s a week:

https://www.macrumors.com/2017/11/03/iphone-x-coffee-price-comparison/amp/

Direct quote:

“I think it's important to remember that a large number of people pay for the phone by month," said Cook. "I think you would find you could buy an iPhone X for $33/month. So, if you think about that, that's a few coffees a week -- it's less than a coffee a day at one of these nice coffee places."

Exactly what I feel like as well regarding people’s general mentality about paying for apps.
 
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