Apple shares ‘hard to not buy,’ CIO says

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Apple shares ‘hard to not buy,’ CIO says

STORY: Shares of Apple advanced more than 6% after a report said the company was considering raising the prices of its fall iPhone lineup.

“Apple, more so than its competitors, more so than most companies, has a great ability to pass through those price rises to consumers,” Morris said, “[and] to do so almost instantly.”

Some consumers, Morris noted, even consider it “a badge of honor” to pay more for an iPhone, giving the tech giant “much more staying power” than its competitors.

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