Just two months after the original iPhone went on sale for $599, Apple dramatically dropped the price to $399, citing its desire to make the iPhone "affordable by even more customers."
Customers that had bought it at the higher price were outraged, prompting Steve Jobs to write an open apology on the company's website.
"I have received hundreds of emails from iPhone customers who are upset about Apple dropping the price of iPhone," he wrote. "We need to do a better job taking care of our early iPhone customers as we aggressively go after new ones with a lower price. Our early customers trusted us, and we must live up to that trust with our actions in moments like these."
The company agreed to give anyone who bought an iPhone for the $599 price a $100 Apple store credit.
Apple CEO Tim Cook issues apology for the widely panned Maps app, saying Apple "fell short."