Using the key learnings from the articles Apple's iPhone Launch: A Case Study in Effective Marketing (Mickalowski, Mickelson, Keltgen, 2008) and the Economics of Apple iPhone: Price discrimination or pricing error? (Chulkov,2014), discuss the danger of wrong pricing and price variation technique. Support the discussion using the following models: True Economic Cost, Perceptual Challenges in Pricing, and Prospect Theory.