Apple today announced expected revenue for the holiday quarter would fall short of expectations. They didn’t miss by much, only by about $5-7 billion1. Tim Cook blamed a lot of things: China’s slow growth, longer upgrade cycles due to the elimination of cellular subsidies, and that people paying $29 to replace old batteries allowed them to keep their iPhones longer2.
What he didn’t mention was Apple raised the prices on everything over the last few years.
Now, some of the complaining about prices wasn’t justified. The new MacBook Air starts at $1,199, up $200 from the old-model’s $999 price tag. That old Air, however, was outdated. No Retina screen. Old internals. It did have MagSafe and USB-A ports, so for a lot of people it was still worth it.
The price increase on a lot of other items, yeah. I bought my 2016 15” MacBook Pro in March 2017. It replaced as my main Mac a 2011 15” MacBook Pro, and an 11” MacBook Air I bought in early 2015 right before Apple released new upgrades. The 2011 I farmed off to a co-worker; the 11” I still have3. While performance was a driver for the upgrade, a large part of it was getting a Retina screen. The 12.9” iPad Pro really made the older screens hard for me to use. I sometimes wonder if I got a 2014 13” Pro instead if it would still be my main Mac. The dual core processor would likely show its age by now. I still use the Air though, when I need MacOS and an ultra-portable computer.
My theme for 2019 Evaluation. For the record, I’m not looking at making major life changes. I am, however, evaluating the devices, apps, and services I use. For now, it’s a lot of data collection. What do I use my Mac and iPad for? I say I want to use x app more, but over the year I use y app instead. I promised myself it was unlikely I was going to upgrade any of my devices. Some of this is price. The increased price of the new iPad Pro may not have completely turned me away, but also needing to buy a new Smart Keyboard and Pencil (also at a roughly 20% price premium) surely did. The same with my iPhone. I used my 6 for three years, and I expect to get 4-5 out of my 8 Plus. New iPhones are more expensive and my existing one works just fine. For me to upgrade I need to see real-world improvement; not just benchmarked improvement.
As Patrick Rhone would say, a lot of people are finding out their current phones and devices are enough.
- Since this is the internet, I feel I need to mention I am being sarcastic. ↩
- I am not making that one up. ↩
- It’s on my desk next to me, actually. ↩
Mark Crump 
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