Maybe the best way to sell your premium product is to offer something cheaper right next to it.

Apple’s iPhone SE was never meant to blow minds.

It exists to make the pricey flagship models look amazing.

The same goes for the Apple Watch SE — lower specs, lower price, but still basking under the brand halo.

Even at the lower price point, most SE buyers are still ponying up for the most expensive watch they’ve ever had.

By anchoring buyers INSIDE its own ecosystem, Apple prevents them from comparing with Samsung or Garmin.

The comparison shifts inward: do I stretch to the better Apple, or settle for the cheaper Apple?

Heads, Apple wins.

Tails, Apple wins.

For small makers, this means a stripped-down version of your product could serve more than budget-conscious buyers.

It sets the stage for your premium option to feel worth the upgrade.

Done right, the low-cost sibling is less about volume or product variety, more about framing.

It’s a pricing psychology play, with a high and low anchor.

Not take it or leave it.

Want to make your product irresistible? That’s what we do as product positioning consultants at Graphos Product, helping innovators frame choices so buyers say yes faster.