Retailers would love the new iPhone 5c even more if it didn't cost $100. That's the message of a spate of recent price cuts on Apple's (NASDAQ:AAPL) handset, Fool contributor Tim Beyers says in the following video.
Best Buy was the latest to lower prices via a short-run promotion that gave buyers a $50 gift gift card to apply to the retail price of the 5c. The retailer offered a similar discount on certain Samsung handsets, including the Galaxy S4.
However, Apple's higher-end 5s has generally held its price -- $199 with a two-year contract -- while still selling briskly. The difference between the two handsets, Tim says, suggests that customers still see Apple as a premium brand that can (and should) demand a premium markup.
Do you believe Apple's iPhone 5c costs too much? Did you wait for a discount before buying, or did you stick with the 5s? Please watch the video below to get Tim's full take, and then leave a comment to let us know where you stand.
Fool contributor Tim Beyers is a member of the Motley Fool Rule Breakers stock-picking team and the Motley Fool Supernova Odyssey I mission. He owned shares of Apple at the time of publication. Check out Tim's web home and portfolio holdings or connect with him on Google+, Tumblr, or Twitter, where he goes by @milehighfool. You can also get his insights delivered directly to your RSS reader.
The Motley Fool recommends Apple. The Motley Fool owns shares of Apple. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.