Rumor: Apple Executives Rethinking iPhone Pricing for 2009

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Date: Wednesday, February 18th, 2009, 13:54
Category: iPhone

3giphone.jpg
With a new generation of iPhones all but certain this year, a discussion between analysts and Apple’s top brass has also dropped clues that the iPhone’s pricing may not be static this year.
According to AppleInsider, Toni Sacconaghi of Bernstein Research mentions in a research note that a discussion with Apple COO Tim Cook, CFO Petter Oppenheimer and worldwide marketing senior VP Phil Schiller point both to an upgrade to the touchscreen device as well as to the possibility of “different pricing/price points” this year, with Cook “examining iPhone’s business model” for possible changes.
Apple execs Cook and Schiller have dropped teasers regarding 2009 as being “very exciting” year for the company’s handset.
With no concrete details emerging, Sacconaghi was quick to dampen rumors of an iPhone nano or a similar low-budget cellphone. Without naming a source, he gathers from his investigations that the company isn’t presently chasing such a concept.
Any future iPhone, Mr. Sacconaghi said, will probably have at least a web browser and access to the App Store, the latter of which has Cook, Oppenheimer and Schiller particularly “bullish” about the iPhone’s success as it gives Apple an advantage over rival smartphone makers.
One detail which remained static was Cook and Schiller’s continued insistence that the iPhone wouldn’t come with a hardware keyboard. The duo seemed to inflect that a fixed set of keys made it harder to implement different keyboards, especially where different languages were concerned and would also make it harder for third-party developers hoping to use their own custom control schemes. Using the touchscreen as the primary input improves Apple’s bottom line by letting it ship what’s essentially the same phone across many different regions, the executives say.
Were a price shakeup to occur, it wouldn’t be out of character for Apple. Each year of the iPhone’s existence has had at least one major price shakeup: the iPhone’s maximum price fell from US$599 to US$399 in 2007, while the iPhone 3G in 2008 not only reduced this top price to US$299 but switched the behind-the-scenes profit model from revenue sharing with carriers to a heavy device subsidy.
While Sacconaghi doesn’t make many predictions in his report, he repeats frequent expectations of an iPhone in summer and also believes Apple may update the iMac in March.
If you have any thoughts on this, please let us know in the comments or forums.


3giphone.jpg
With a new generation of iPhones all but certain this year, a discussion between analysts and Apple’s top brass has also dropped clues that the iPhone’s pricing may not be static this year.
According to AppleInsider, Toni Sacconaghi of Bernstein Research mentions in a research note that a discussion with Apple COO Tim Cook, CFO Petter Oppenheimer and worldwide marketing senior VP Phil Schiller point both to an upgrade to the touchscreen device as well as to the possibility of “different pricing/price points” this year, with Cook “examining iPhone’s business model” for possible changes.
Apple execs Cook and Schiller have dropped teasers regarding 2009 as being “very exciting” year for the company’s handset.
With no concrete details emerging, Sacconaghi was quick to dampen rumors of an iPhone nano or a similar low-budget cellphone. Without naming a source, he gathers from his investigations that the company isn’t presently chasing such a concept.
Any future iPhone, Mr. Sacconaghi said, will probably have at least a web browser and access to the App Store, the latter of which has Cook, Oppenheimer and Schiller particularly “bullish” about the iPhone’s success as it gives Apple an advantage over rival smartphone makers.
One detail which remained static was Cook and Schiller’s continued insistence that the iPhone wouldn’t come with a hardware keyboard. The duo seemed to inflect that a fixed set of keys made it harder to implement different keyboards, especially where different languages were concerned and would also make it harder for third-party developers hoping to use their own custom control schemes. Using the touchscreen as the primary input improves Apple’s bottom line by letting it ship what’s essentially the same phone across many different regions, the executives say.
Were a price shakeup to occur, it wouldn’t be out of character for Apple. Each year of the iPhone’s existence has had at least one major price shakeup: the iPhone’s maximum price fell from US$599 to US$399 in 2007, while the iPhone 3G in 2008 not only reduced this top price to US$299 but switched the behind-the-scenes profit model from revenue sharing with carriers to a heavy device subsidy.
While Sacconaghi doesn’t make many predictions in his report, he repeats frequent expectations of an iPhone in summer and also believes Apple may update the iMac in March.
If you have any thoughts on this, please let us know in the comments or forums.

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