You may have heard by now, Apple reduced the price of its highly marketed, long-awaited iPhone by a third. And they did it only a little over 2 months after the phone first came to market. This is the phone Apple spent a year doing an excellent job hyping. The campaign was so successful that people camped out overnight for a chance to be one of the first to own one – myself included (although I had a “hook-up”). So those of us who had purchased the luxury of “first on my block to own one” iPhone for $599 were correct to feel a sense of betrayal when Apple announced unexpectedly that, the phone would cost $399. Apples attempt at calming iPhone owners was a Gem … a $100 store credit. The store credit is nice, but it would have been better and seemed more sincere if a rebate check was sent because, lets face it, a $100 store credit means it only costs Apple about $50, maybe less. When you sell a luxury item such as a phone that frankly only does a couple of things you can’t get on other phones. Perhaps the strategy should be to make the early adopters happy to sing your praises.
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