At Apple, it is time to innovate
Company has reached limit of what consumers will tolerate
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.