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iPhone 13

Highest Rated Product

$1190.99

Superstrong materials and water resistance make iPhone incredibly durable. And automatic iOS updates deliver new features and security enhancements that keep your iPhone running beautifully and help it hold its value longer than other smartphones.

iPhone helps put you in control of your personal information. For example, when you’re browsing, Safari intelligently helps block trackers from profiling you and shows you which ones have been blocked in your Privacy Report. And the list goes on.

Our hardware and software work together seamlessly. Want to pair new AirPods with your iPhone? It’s a simple one‑tap setup. Want to share photos or contacts with friends nearby? AirDrop lists their names onscreen, so you can choose with a tap.

$1499.9

iPhone 13 blue

$1299

iPhone 13 Pro purple

$1099

iPhone 12 gold

$1400

iPhone 13 black

7 Running Experiments:

Product improvement 004: Add Related Products Banner

Add a banner at the end of the page (scrolling down), to show the “related products”
ID: 76ae2462-86a7-4345-b07a-ad5cb2474be2
SAMPLE: 2000
GOALS: {"g_1":"Button_clicked"}
VARIANT TYPE: control
NAME: Original product demo without related banner.
WEIGHT: 0% of experimental subjects
VARIANT TYPE: experimental (Active)
NAME: Experimental product demo with related banner.
WEIGHT: 100% of experimental subjects
Product improvement 006: Wrap Product Description In Card

Changes background color of the main information section in the product detail.
ID: d3011be1-6964-41b1-9822-50107a4dd783
SAMPLE: 2000
GOALS: {"g_1":"Button_clicked"}
VARIANT TYPE: control
NAME: Original Product Section Without Gray Bg.
WEIGHT: 0% of experimental subjects
VARIANT TYPE: experimental (Active)
NAME: Experimental Gray Bg Section.
WEIGHT: 100% of experimental subjects
Product improvement 007: Turn Product Label Attribute Green

Change font color to green when the product has a high user rating.
ID: e5f726e1-2abd-46d4-8ce0-d1d857ef7c90
SAMPLE: 2000
GOALS: {"g_1":"Button_clicked"}
VARIANT TYPE: control
NAME: Original black font color.
WEIGHT: 0% of experimental subjects
VARIANT TYPE: experimental (Active)
NAME: Experimental green font color.
WEIGHT: 100% of experimental subjects
Product improvement 003: Add Notify On Sale Functionality

A gray button shall be added on the side of the green “Add to Cart” Button, which changes status when clicked, according to specs.
ID: 92d84103-9e00-437f-98da-765ff90ab95f
SAMPLE: 2000
GOALS: {"g_1":"Button_clicked"}
VARIANT TYPE: control
NAME: Original Without Notify Button
WEIGHT: 0% of experimental subjects
VARIANT TYPE: experimental (Active)
NAME: Experimental With Notify Button
WEIGHT: 100% of experimental subjects
Product improvement 008: Turn Product Quantity Into Dropdown

Add an easier way for customers to change item quantity
ID: 352d14bf-5463-4944-bcbd-6e837e6d9394
SAMPLE: 2000
GOALS: {"g_1":"Button_clicked"}
VARIANT TYPE: control
NAME: Change item quantity with text input
WEIGHT: 0% of experimental subjects
VARIANT TYPE: experimental (Active)
NAME: Change item quantity with dropdown
WEIGHT: 100% of experimental subjects
Product improvement 002: Sync Assets With Color Selection

When Colors tags of the Iphone are selected, ALL THE 5 Image Assets should change with pictures of the iphone of the corresponding color, as per specs.
ID: 177c5538-186f-4158-8d73-2055d7ed0024
SAMPLE: 2000
GOALS: {"g_1":"Button_clicked"}
VARIANT TYPE: control
NAME: Clicking on Color Buttons does not affect color of phone in all images.
WEIGHT: 0% of experimental subjects
VARIANT TYPE: experimental (Active)
NAME: Clicking on Color Buttons affects color of phone in all images.
WEIGHT: 100% of experimental subjects
Product improvement 005: Move Price Label Closer To Product

Current location of product price is too far from the user focus point. Move price closer to the product name and increase font size to enhance visibility and visual hierarchy.
ID: 142a7f74-18be-4ed1-a0a2-6adab2cf54b1
SAMPLE: 2000
GOALS: {"g_1":"Button_clicked"}
VARIANT TYPE: control
NAME: Current location of product price is too far from the user focus point.
WEIGHT: 0% of experimental subjects
VARIANT TYPE: experimental (Active)
NAME: Move price closer to the product name and increase font size to enhance visibility and visual hierarchy.
WEIGHT: 100% of experimental subjects