When faced with 3 pricing choices, it seems consumers will choose the one in the middle. And it could also be a case of "overshooting" most consumers - i.e. most Apple customers are starting to think iPhone 4S level of hardware is "good enough".<p>This could mean that if Apple continues the current strategy, of making the "best" smartphones, they risk being relegated to under 10% market share again, as the smartphone market grows. Actually, they already are only at under 15% globally, and they've never really passed 18%.