At a crossroads, Apple must make one huge decision

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Apple shares are suffering their second-worst day of 2013 on Wednesday, after the company unveiled new iPhones on Tuesday that didn't exactly wow investors. Notably, by unveiling a "less expensive" iPhone (the 5C) that still costs $549 without a contract, Apple did not go for the low end—or even the middle end—of the market, as some had hoped it would.

By maintaining the same prices, Apple is maintaining the same fundamental tension in its business: the tension between margin and market share. Some had hoped that Apple would sacrifice a bit of the former for the sake of the latter, but that hasn't happened yet.

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