With the launch of their new iPhones, Apple has hit the $1000 mark. For their cheapest phone.
Apple is no longer an innovative brand. They are now a luxury brand. They do not compete in the race to the bottom, to offer cheap phones to the masses. The prices of their newly launched series send a clear message: our phones aren’t for everyone.
Apple has become a symbol of status. For those that can afford it, and for those who cannot. But they are no longer at the cutting edge, inventing new cool things. They are now a luxury commodity. This gradual shift has profoundly changed the Apple tribe.
The Apple tribe used to be full of early adopters, people at the frontier, the tech nerds who thrive on new technology. Those people have moved on to new, greener pastures. They’re not interested in staying with a company that has stalled in innovation.
Now, the Apple tribe is filled with people that are looking for the status of owning an iPhone. They’re in it solely for the brand and the money. They want to show the world as much as possible that they have an Apple.
Apple has crossed the line of what is reasonable. They are no longer reasonable for a family with 3 kids. Buying iPhones for the whole family costs around two months salary. An investment that might be justified for a commodity that lasts a long time, but a smartphone is not a long-lasting device. Already after 2 years, there are apps that cannot be used. After 3 years, it’s seriously outdated and it’s high time to get a new one.
But that’s fine with Apple. They will make a huge profit anyway, selling their phones to their new tribe. While the early adopters, tech nerds and families with children move onto other brands.