Apple may test the bounds of iPhone love with a $1,000 model

AP

Print Article

  • FILE - In this Wednesday, Sept. 7, 2016, file photo, Apple CEO Tim Cook announces the new iPhone 7 during an event to announce new products, in San Francisco. Apple is expected to demand $1,000 for the fanciest iPhone that it has ever made, thrusting the market into a new financial frontier that will test how much consumers are willing to pay for a device that has become an indispensable part of modern life. The unveiling of the dramatically redesigned iPhone will likely be the marquee moment Tuesday, Sept. Sept. 12 when Apple hosts its first event at its new Cupertino, Calif., headquarters. (AP Photo/Marcio Jose Sanchez, File)

  • 1

    FILE - In this Monday, June 5, 2017, file photo, a person takes a photo of an Apple logo before an announcement of new products at the Apple Worldwide Developers Conference in San Jose, Calif. Apple is expected to demand $1,000 for the fanciest iPhone that it has ever made, thrusting the market into a new financial frontier that will test how much consumers are willing to pay for a device that has become an indispensable part of modern life. (AP Photo/Marcio Jose Sanchez, File)

  • FILE - In this Wednesday, Sept. 7, 2016, file photo, Apple CEO Tim Cook announces the new iPhone 7 during an event to announce new products, in San Francisco. Apple is expected to demand $1,000 for the fanciest iPhone that it has ever made, thrusting the market into a new financial frontier that will test how much consumers are willing to pay for a device that has become an indispensable part of modern life. The unveiling of the dramatically redesigned iPhone will likely be the marquee moment Tuesday, Sept. Sept. 12 when Apple hosts its first event at its new Cupertino, Calif., headquarters. (AP Photo/Marcio Jose Sanchez, File)

  • 1

    FILE - In this Monday, June 5, 2017, file photo, a person takes a photo of an Apple logo before an announcement of new products at the Apple Worldwide Developers Conference in San Jose, Calif. Apple is expected to demand $1,000 for the fanciest iPhone that it has ever made, thrusting the market into a new financial frontier that will test how much consumers are willing to pay for a device that has become an indispensable part of modern life. (AP Photo/Marcio Jose Sanchez, File)

SAN FRANCISCO (AP) Apple is expected to sell its fanciest iPhone yet for $1,000, crossing into a new financial frontier that will test how much consumers are willing to pay for a device that's become an indispensable part of modern life.

The unveiling of a dramatically redesigned iPhone will likely be the marquee moment Tuesday when Apple hosts its first product event at its new spaceship-like headquarters in Cupertino, California. True to its secretive ways, Apple won't confirm that it will be introducing a new iPhone, though a financial forecast issued last month telegraphed something significant is in the pipeline.

In addition to several new features, a souped-up "anniversary" iPhone coming a decade after Apple's late co-founder Steve Jobs unveiled the first version could also debut at an attention-getting $999 price tag, twice what the original iPhone cost. It would set a new price threshold for any smartphone intended to appeal to a mass market.

WHAT A THOUSAND BUCKS WILL BUY

Various leaks have indicated the new phone will feature a sharper display, a so-called OLED screen that will extend from edge to edge of the device, thus eliminating the exterior gap, or "bezel," that currently surrounds most phone screens.

It may also boast facial recognition technology for unlocking the phone and wireless charging. A better camera is a safe bet, too.

All those features have been available on other smartphones that sold for less than $1,000, but Apple's sense of design and marketing flair has a way of making them seem irresistible and worth the extra expense.

"Apple always seems to take what others have done and do it even better," said Carolina Milanesi, an analyst with Creative Strategies.

WHY PHONES COST MORE, NOT LESS

Apple isn't the only company driving up smartphone prices. Market leader Samsung Electronics just rolled out its Galaxy Note 8 with a starting price of $930.

The trend reflects the increasing sophistication of smartphones, which have been evolving into status symbols akin to automobiles. In both cases, many consumers appear willing to pay a premium price for luxury models that take them where they want to go in style.

"Calling it a smartphone doesn't come close to how people use it, view it and embrace it in their lives," said Debby Ruth, senior vice president of the consumer research firm Magid. "It's an extension of themselves, it's their entry into the world, it's their connection to their friends."

From that perspective, it's easy to understand why some smartphones now cost more than many kinds of laptop computers, said technology analyst Patrick Moorhead.

"People now value their phones more than any other device and, in some cases, even more than food and sex," Moorhead said.

THE LUXURY-GOOD CHALLENGE

Longtime Apple expert Gene Munster, now managing partner at research and venture capital firm Loup Ventures, predicts 20 percent of the iPhones sold during the next year will be the new $1,000 model.

Wireless carriers eager to connect with Apple's generally affluent clientele are likely to either sell the iPhone at a discount or offer appealing subsidies that spread the cost of the device over two to three years to minimize the sticker shock, said analyst Jan Dawson of Jackdaw Research.

Even if Munster's sales forecast holds true, it still shows most people either can't afford or aren't interested in paying that much for a smartphone.

That's one reason Apple also is expected to announce minor upgrades to the iPhone 7 and iPhone 7 Plus. That will make it easier for Apple to create several different pricing tiers, with the oldest model possibly becoming available for free with a wireless contract.

But the deluxe model virtually assures that the average price of the iPhone now at $606 versus $561 three years ago will keep climbing. That runs counter to the usual tech trajectory in which the price of electronics, whether televisions or computers, falls over time.

"The iPhone has always had a way of defying the law of physics," Munster said, "and I think it will do it in spades with this higher priced one."

Print Article

Read More Business

Review: Apple Watch goes solo, but don't dump your phone yet

AP

September 20, 2017 at 3:25 pm | SANTA CLARA, Calif. (AP) A chief gripe with Apple Watch is that it requires you to keep an iPhone with you for most tasks. The inclusion of GPS last year helped on runs and bike rides, but you're s...

Comments

Read More

GOP report accuses watchdog of going easy on Wells Fargo

AP

September 20, 2017 at 3:18 pm | NEW YORK (AP) The Consumer Financial Protection Bureau could have fined Wells Fargo in excess of $10 billion for its illegal sales practices but instead settled for $100 million, according to the a...

Comments

Read More

Financial Markets Glance

AP

September 20, 2017 at 2:18 pm | Dow Jones Industrials High: 22,413.26 Low: 22,314.68 Close: 22,412.59 Change: +41.79 Other Indexes Standard&Poors 500 Index: 2508.24 +1.59 NYSE Index: 12,147.51 +1...

Comments

Read More

US stocks wobble after Fed announcement, but close higher

AP

September 20, 2017 at 2:11 pm | U.S. stock indexes overcame an afternoon wobble to close mostly higher Wednesday after the Federal Reserve said it would start reducing its huge bond portfolio next month and was still on track to ra...

Comments

Read More

Contact Us

(208) 664-8176
215 N. Second St
Coeur d'Alene, Idaho 83814

©2017 The Coeur d'Alene Press Terms of Use Privacy Policy
X
X