A new category has been born: too expensive mobiles
Do you know what’s better than a $ 1,000 mobile? A mobile of 1,348 dollars. That is precisely what costs the iPhone X in its version of 256 GB if we also include the service Apple Care.
That suddenly opens a new segment within the mobile phone, one that leaves behind the traditional high-end and makes the iPhone X the first device that can boast absolute exclusivity. Not in benefits, because once again everything you do on the iPhone X you can do it (perhaps worse) on a $ 200 mobile. Exclusivity marks the price, and Apple is a master at this.
The iPhone was born with that same halo of exclusivity, and that allowed Apple to put a label with a high price for each of its smartphones. IPhones have been growing in capabilities, but also in their launch price, although always within certain margins.
The problem for Apple, is that exclusivity was gradually losing its practical sense.
When the first iPhone appeared, there was no other device comparable in usability for example, and Apple was able to maintain that competitive advantage thanks to an iPhone 3G and an iPhone 4 in which the App Store or the Retina display continued to make a difference with with respect to competition.
These differences were diluted, and over time the exclusivity of the iPhone ceased to have that clear justification it had in the past. Other manufacturers began to do very well, Android matured and even the remarkable cameras of the iPhone ended up being matched and surpassed by those installed in competing mobile.
The iPhone was still exclusive in price, but was no longer (as much) in benefits. Apple needed to take a step forward.
That makes design – once again – the only factor with which Apple wants to differentiate the most expensive and exclusive mobile in its history. Everything you can do with the iPhone X you can do with an iPhone 8 or an iPhone Plus just as well.