Just how much are you willing to pay for the latest iPhone? How does $1,000 sound? On Tuesday, Apple is expected to unveil a dramatically redesigned iPhone at the first product event it’s holding at its new spaceship-like headquarters in Cupertino, California. True to its secretive ways, Apple hasn’t confirmed what it will be announcing, though a financial forecast issued last month telegraphed something significant in the pipeline. The souped-up “anniversary” iPhone, which would come a decade after Apple’s late co-founder Steve Jobs unveiled the first version, could also cost twice what the original iPhone did. It would set a new price threshold for any smartphone intended to appeal to a mass market.
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.
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.
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.”