9to5Mac has an article speculating on a possible October event by Apple in which they might reveal updated iPad Pros. I noticed one error in the article and have corrected it below.
You may accuse me of being cynical, to which I would offer:
- The pricing of the MacBook introduced in 2015
- The pricing of the redesigned MacBook Pro in 2016
- The pricing of the iPhone X in 2017
- The pricing of the iPhone XS Max in 2018 (also candidate for Worst Smartphone Name 2018)
All of these products saw hefty price increases or were introduced at high prices.
You might counter with a few examples, like:
- 2017 iPad dropping from $499 to $329 vs. previous gen iPad Air 2
- AirPods at $159 being priced competitively with other true wireless ear buds
- Apple Music for $9.99 a month
- Mac Pro got improved specs at the same price in 2017
To which I would counter:
- The iPad was cost-reduced to create an artificial distinction between it and the “Pro” line of iPads, with several features made worse than the previous $499 iPad Air 2, notably the 2017 model being heavier, thicker and with an inferior display. The base line iPad may cost less now, but it’s also worse than what Apple offered as the base line previously.
- AirPods is valid. I think Apple really wanted to carve out market share here. They will offer upgraded AirPods in 2019, with an upgraded price. The original model for $159 will go away.
- Prediction: In two years Apple Music will be $11.99 per month, eventually rising to $14.99 in five years. Every other streaming service will match Apple’s prices.
- The Mac Pro is still overpriced and outdated
The rumored improvements to the iPad Pro seem to be extremely thin bezels and Face ID. I don’t find the bezels overly big now on my iPad Pro 10.5″, but sure, make them a littler slimmer if you insist, as it makes the display larger without bumping up the physical size of the unit. They’re also said to be adding Face ID. This also seems like a step backward. On the iPhone I rarely unlock it without also holding it up. I often unlock my iPad when it is laying flat on a desk, a situation that will not work with Face ID.
And that really seems to be about it. Neither of these will dramatically change what an iPad Pro (or any iPad) can do. It’ll still have the same OS, the same limited multitasking, the same everything else, just a little faster and shinier than before. And I fully expect this to cost at least $100-$150 more U.S. I would be willing to bet the iPad 10.5″, rumored to be morphing into an 11″ device with the slimmer bezels, will go from a base price of $869 Canadian to a starting price of $1099. Maybe more, especially if they dump the 64GB model and start at 256GB.
As the total sales volume of iPhone and iPad have flattened (or in the case on the Mac, declined significantly), Apple is shoring up its revenue by raising prices across the board, offering lower prices only where they are deliberately seeking to gain market share or to further justify price differentials between lines, as is the case with the iPad and iPad Pro (the iPad pricing can also be seen as Apple trying to make inroads to the education market and an attempt to shore up a shrinking iPad market). As I mentioned when the iPad Pro was first introduced, this is not sustainable, as Apple will reach a point where people will not buy. The danger there is if they go too far–even by just a little–they risk having sales plummet as people look elsewhere and begin removing themselves from the Apple ecosystem. This wouldn’t happen quickly, of course, but it has the potential to upend the company.
Mostly I don’t mind paying a premium price for a premium product, but I think Apple is starting to trade a little too much on the supposed Apple tax. They don’t need to make that much money. Some would say “let them charge what the market will bear” but the problem with that is a lot of people fundamentally lack common sense. Yes, that is cynical, but the evidence is abundant. I wish it weren’t.
If Apple raises the price of the iPad Pro 10.5/11 inch model by “only” $100 Canadian I will make a new post loudly proclaiming I AM WRONG AND ALSO A BAD PERSON.