Apple made headlines by announcing that the price for its new iPhone X (a fancy term for 10) will range from $999 to $1,149. These prices are commanding attention because they are significantly higher than the base prices of the two other iPhone models that were also announced, the 8 ($699) and the 8 Plus ($799). The X’s price is also noteworthy because it approaches, and breaches, the key threshold of $1,000. Boosting prices into four-digit territory crosses an important psychological barrier for consumers.