On Monday, Apple announced a number of products, including the long-awaited Mac Pro tracking and a new professional display. But what made the heads turn was the fact that Apple thinks it would pay $ 1,000 for a standing monitor. People in the audience did not applaud when the announcer unveiled the prize – they moaned audibly. And Apple does not want people to know it.
The register integrated an excerpt from the public's reaction in one of his stories – and Apple killed the video on the grounds that it was supposed to violate the company's copyright. At the time of writing these lines, the original Apple clip advertising the $ 1,000 prize that The Register has incorporated into its own story remains offline.
Fortunately, you can find other excerpts from the public reaction and it's all but delighted. Such a clip is embedded below:
This last ridiculous price decision is a new proof of the trend has moved up a gear back in 2016. As a reminder, Apple in use to show ads like this:
Today, this type of "global" thinking is no longer at the center of the company's product designs. Apple still includes the same iPhone 5W adapter with its phones that are always delivered, even though its devices support fast charging. If you want to use the fast charge supported by your modern iPhone, it's an additional purchase. Do you want to connect your iPhone directly to a USB-C port? It's extra. The price of AppleCare increased in 2017. The price of non-AppleCare repairs has increased in almost all product categories. For years.
Before setting up its keyboard repair program, Apple billed between $ 600 and $ 700 to repair the keyboards, although it failed to solve its problem several revisions of the design. If your MacBook Pro display stops, because Apple Display cables used slightly too shortit's still $ 600. These are not accidents. They are the result of design decisions that prioritize the creation of a deliberately extremely expensive product and an inexpensive, easy-to-repair product. The Apple services business turnover has grown by leaps and bounds, thanks in part to this tactic. But each dongle has also generated accessories revenue – and if it costs Apple $ 20 to buy a cable for $ 20, it means that the cable you buy with your iPhone or MacBook is other profit factor.
Now, of course, Apple is not going to replace its iPhone sales revenue with screen support revenues – but that's not the goal. (What about dongle returned? -Ed.) The sale of a product she probably buys for tens of dollars for $ 1,000 represents a fabulous recovery in the company's margin. The "features" offered by this medium, such as the ability to turn the display into portrait mode, are literally standard options. Newegg offers a list of monitors with high, swivel, tilt and swivel hinges starting from $ 80 new Monitor specifications, in this case, are not relevant. We do not talk about monitors, we talk about monitor stand up. And Apple wants $ 1,000 for a piece of metal with two hinges or $ 199 for a VESA mount.
It tells you something right there. A VESA mount is not a brand name, it's a standard. Here is a VESA articulated wall mount designed for LED TVs up to 39 inches. $ 20 on Amazon. Is the Apple version better? Maybe it's 10 times better? Guarantee that it is not. Not when an articulated wall arm intended for 55-inch screens is $ 30. But by launching two Peripherals, Apple creates the illusion that you have to choose between a reasonably reasonable VESA wall mount at $ 200 USD and an absurdity of $ 1000. No, the company will not sell a very large number of displays / racks in absolute terms, but each person who chooses the option of $ 200 or $ 1,000 offers Apple an absolute profit.
Of course, some people – even Apple fans, have been numerous enough to present themselves to WWDC in person – to know the bad deal when they hear it. And that's it why Apple has repressed a video clip with dubious copyright name. The company does not want to hear that even its own biggest fans know that they get caught.