Tech products may have a bug every once in a while. But Apple's quality is a key selling point for the firm. That's best encapsulated in its late founder Steve Jobs's iconic promise that, when dealing with an Apple product, "it just works." For the iPhone X quality is particularly important because of the phone's high price tag and cutting-edge features. Making sure the phone works properly is key for Apple, as it relies more on its higher-priced phones to keep money rolling into its smartphone business even as people buy fewer phones. Apple said in its latest earnings report that it sold far fewer phones than expected - 77.3 million versus analyst expectations of 80 million - but that the average selling price of a phone went to $796 from $695. In other words, Apple's not selling as many new phones, but it is likely selling more of its expensive phones such as the iPhone X. In terms of revenue, Apple had a record quarter despite not selling as many new iPhones.