At Ap­ple, it is time to in­no­vate

Com­pany has reached limit of what con­sumers will tol­er­ate

Yuma Sun - - OPINION -

In Septem­ber of 2017, Ap­ple an­nounced its new­est iPhones, which came with a new price tag. The iPhoneX started at $999 for a 64GB stor­age phone, or $1,149 for a 256GB model.

At that point, the Yuma Sun ed­i­to­rial board won­dered about the premium pric­ing. Af­ter all, a thou­sand dol­lars is a ma­jor price point. One can do a lot with $1,000 — buy new ap­pli­ances, make a house pay­ment, or pur­chase weeks of gro­ceries.

The ques­tion at that point was whether or not shop­pers would sup­port that price. Or would they take other ac­tion, such as pro­long­ing the life­span of an ex­ist­ing phone, or chang­ing brands en­tirely? Ap­par­ently, Ap­ple took a hit. This month, the com­pany al­lowed car­ri­ers and re­tail­ers to slash iPhone prices, Forbes re­ports. The move comes af­ter Ap­ple CEO Tim Cook warned in­vestors that iPhones sales are sig­nif­i­cantly down.

The prob­lems run deeper than the high price tag.

Ac­cord­ing to Forbes, Ap­ple hasn’t been in­no­va­tive enough when it comes to re­cent changes to iPhone de­sign and func­tion­al­ity, which has turned some peo­ple away.

An­other chal­lenge? The scan­dal that erupted when Ap­ple ad­mit­ted to what Forbes calls a “per­for­mance throt­tling scan­dal,” wherein Ap­ple propped up sales through need­less up­grades due to cheap bat­tery re­place­ments.

Now cus­tomers and in­vestors alike are left won­der­ing whether or not Ap­ple can catch back up, and re­gain con­sumer con­fi­dence and in­ter­est in the wake of these is­sues.

First, the com­pany has to ad­just its pric­ing. Ap­ple prod­ucts have tra­di­tion­ally been more ex­pen­sive than other brands, but now, it ap­pears the com­pany has reached past the lim­its of what con­sumers will tol­er­ate. That should mean a much-needed re­duc­tion in pric­ing in the near fu­ture.

Then, the com­pany has to get in­no­va­tive once again. Ap­ple was once known for amaz­ing prod­uct in­vo­ca­tions, set­ting the pace for other com­pa­nies to fol­low. Re­mem­ber when iPods were first hit­ting the mar­ket, and how amaz­ing they were? And then the buzz be­hind the iPad — much of Amer­ica could not wait to get their hands on these prod­ucts. But the com­pany seems to have lost that buzz. As we’ve seen over and over again in a va­ri­ety of in­dus­tries, to stay rel­e­vant, busi­nesses must in­no­vate, or busi­nesses won’t sur­vive.

Ul­ti­mately, there is a limit to what con­sumers will tol­er­ate, and Ap­ple ap­pears to have reached that limit. How­ever, it’s not all doom and gloom. We’ve seen what Ap­ple is ca­pa­ble of — now it’s time for them to rekin­dle that magic.

Un­signed edi­to­ri­als rep­re­sent the view­point of this news­pa­per rather than an in­di­vid­ual. Col­umns and let­ters to the editor rep­re­sent the view­points of the per­sons writ­ing them and do not nec­es­sar­ily rep­re­sent the views of the Yuma Sun.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.