![The Apple senior vice president of worldwide marketing, Phil Schiller, at the launch event California for the new iPhones. Stephen Lam/Reuters](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/6MNPSUSHYZ5AZOK3XUEQHBIUNE.jpg?smart=true&auth=5d8fd053ec86e0fe5ad47f8941505195f2fedaad78cb18a67ec93a2d2109104b&width=400&height=225)
The Apple senior vice president of worldwide marketing, Phil Schiller, at the launch event California for the new iPhones. Stephen Lam/Reuters
The Apple senior vice president of worldwide marketing, Phil Schiller, at the launch event California for the new iPhones. Stephen Lam/Reuters
$999 for an iPhone X? Where do I sign?
Apple's brand loyalty means its customers will happily pay top dollar
John Everington
September 13, 2017