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by gist 2728 days ago
The tone of articles like this is always the same. As if it's a stupid mistake made on the fly. As if Tim Cook was heading out to dinner and someone yelled 'before you leave how much should we charge Tim???' and he shot back with the answer.

Apple made a mistake and priced incorrectly but that was not after consideration, thought and strategy.

A writer for Bloomberg or an analyst for Loup Ventures is in a different league as far as risk and predictions and job rigor. Apple made a mistake but by the same token the same people making the decisions have done pretty well generally and (wait for it) way better than most SV companies, VC or angels who get multiple do-overs in their daily decision making and analysis.

3 comments

Isn't this a general problem with long manufacturing pipelines? Car manufacturers get smacked by economic turns all the time.

I bought a new car in '10 because the manufacturer gutted the feature set on the '11 model, once they figured out that the '08 recession was real. I much preferred the original feature set, so I had to buy at a way inconvenient time, about 6 months early, before the dealers ran out of stock.

We groused in the 80's about Sony for selling us cheaper, outdated versions of consumer electronics that they sold domestically. You can't recoup R&D costs when the exchange rate is as lopsided as the Yen was at the time.

I thought it was definitely a big mistake when I first saw the price announced. After thinking about it for quite a while, this may have served a singular purpose - keep the price high enough that Apple doesn't have to worry about antitrust regulators. There is such a thing as too much market share.
This doesn't sound right to me. At the time the X phones were introduced the chatter was all about them being positioned as more exclusive/higher-end phones and priced accordingly. The higher prices allowed new tech to be introduced while keeping profit margins and also matching supply chain constraints on new technology (like the face-id sensor).