Saw This One Coming
Sep. 5th, 2007 01:14 pmApple's Jobs Cuts IPhone Price by $200
I was having a conversation with somebody else who works in the "phone biz" the other day and this topic came up. We were interested in seeing the overall first quarter sales figures for the iPhone, especially the August numbers. We were harbouring a suspicion, based on the lack of crowing coming from the Apple camp that they'd seen a pretty dramatic slip off once past early July.
I have seen some contradictory reports but they were unverified and this move to effectively slash prices just 2 months after launch is pretty blatent, it also sets the stage for the next thing we're interested in which is the public bust up between AT&T and Apple when Apple finally gets around to announcing the terms they've reached with any of the European Operators.
The problem with the iPhone launch was its spectacular success. This isn't always a good thing as sales at that level and price would always be hard to maintain, especially when you're also locking people into an expensive phone contract. If this had been a $50 or $100 reduction, I and I suspect the markets, would have thought it a sound move to keep momentum. $200 sounds a little bit too much like an effort to force growth in market share at the expense of margin. They should ask Motorola about how that one works out in the phone business.
What is still unclear is just what impact this move has on profitability. I've not seen a real BOM analysis, and no phone BOM is complete without amortising your software and other development costs - but if they can still make money on $400 a device I'll be impressed. High end phones typically run at a BOM of $200 and up before you start factoring in your development costs. That's for a normal device, the iPhone is anything but normal.
Watch these spaces...
Blogged with Flock