Professor Tom Meyvis discusses how Apple fell short of expectations in marketing the iPhone X
— February 1, 2018
Excerpt from MarketWatch -- "Apple is usually a leader in branding and messaging, but this time it stumbled, said Tom Meyvis, professor of marketing and coordinator of the Ph.D. program in marketing at the Stern School of Business at New York University. Consumers were faced with too many iPhones being released at the same time, and too many variations of the iPhone X, he said. 'Consumers eventually adapt to everything, even continuous improvements,' Meyvis said."