Good job on this week's discussion, that is a good point you made regarding why companies typically choose to price bundles which is done to increase sales volume. The product bundle has higher perceived utility due to embedded product complementarity over the price bundle, but the latter offers monetary gains and price discounts. (Sett, R. K. (2014) Many popular companies today use the bundle strategy with their products. It is also good to learn that iPhone products are manufactured, assembled, and distributed through international partnerships to optimize costs and efficiency