The biggest surprise at Apple's keynote was not a new feature, device, or service, but an aggressive pricing strategy that's a departure for the company (Mark Gurman/Bloomberg)

Mark Gurman / Bloomberg:
The biggest surprise at Apple's keynote was not a new feature, device, or service, but an aggressive pricing strategy that's a departure for the company  —  - Company lowers cost of some iPhone, Apple Watch models  — $4.99 a month for TV+ video service undercuts many rivals