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July 03, 2013 AT 3:29 PM
Apple's plan to release a budget iPhone is clearly fraught with peril for the company: It needs to make sure that it gets an affordable device out to consumers in emerging markets without sacrificing too much of the profit margins that have made it one of the most profitable companies in world history. Barron's points us to a new research note from?UBS analyst Steve Milunovich, who outlines in detail why making a cheaper iPhone is really a risk for Apple's traditional business model. In particular,?Milunovich thinks that by going "down market," Apple will be well outside its comfort zone as a premium brand.