Simply as at each Apple occasion, each element of the brand new Mac Professional was greeted with whoops and cheers – till it got here to the worth of 1 accent. Once they realised that they have been being requested to pay $999 (£784) for a easy monitor stand, the gang on the Worldwide Builders Convention (WWDC) fell silent.
On Tech Tent this week we ask whether or not the sky-high worth for a low-tech product reveals Apple has misplaced contact with actuality.
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The $5999 worth of the pc itself – and even the $4999 for the show – didn’t shock the viewers. In any case, these are high-end merchandise aimed primarily at prospects within the design and video manufacturing world.
However breaking out $999 for the stand, slightly than bundling it with the monitor, felt boastful – as if Apple was assuming its loyal followers would pay any worth for something bearing its brand.
After all it has already examined that principle with current fashions of the iPhone climbing above the $1000 or, certainly, the £1000 mark. And if you would like a Mac laptop computer, the entry-level MacBook Air now begins at $1199, or £1199 within the UK.
Carolina Milanesi, of Artistic Methods, tells us the revolt towards these type of costs might begin in Europe, slightly than the US. She believes European customers are involved not a lot about the price of the itself, however the providers that include their gadgets.
“The worth that a client will get within the US is way superior to what they get elsewhere,” she says. “The providers’ rollout, from music to Apple Pay, and now the TV service, just isn’t equal.”
Ms Milanesi says the argument that you just get loads of further worth for the £1000 you pay for the telephone doesn’t rise up for those who do not obtain parity of service.
Which brings us to the opposite huge announcement from WWDC: the demise of iTunes, with customers now diverted to Apple Music, Apple TV and the podcasts app.
As somebody who reported on the 2004 launch of the iTunes Retailer within the UK, interviewing each Steve Jobs and Alicia Keys, the scrapping of the media software program was a nostalgic second. The arrival of iTunes was the second it grew to become clear that the know-how business, slightly than report labels, would resolve the music enterprise’s future.
However lately, iTunes was a clunky, bug-ridden mess – one way or the other signalling that Apple has struggled to maintain up because the world moved away from downloads to streaming as their most well-liked technique of consuming music and video.
Now a enterprise which has made big earnings from is shifting its focus to providers, with some success.
But when customers actually are to proceed to be drawn into the Apple ecosystem and to proceed spending cash on providers on their iPhones, iPads and MacBook Airs, then the worth of entry might have to come back down.