That’s a contribution margin of $25 per unit. Apple could probably sell one with every monitor if they only charged say $50. Let’s assume then that Apple’s cost is $25. A quick scan on Amazon shows you can buy a decent VESA adapted monitor stand for $25. Let’s do the math (with some rough assumptions). Even after the shock, that price seems extremely high for a monitor stand.įrom Apple’s perspective, is this a mistake? Laughter often comes from surprise, and that price was surprising. If I ask you the price of a computer stand, you have a price in mind… and that price is nowhere near $999. If I ask you the price of a BMW, you have a price in mind. What happened here is so far out of the norm that it shocked people. First, people are allowed to make fun of companies. Since then, many “Choose Wisely” memes have hit the Internet. When they announce the new stand for $999 in the video you can hear the audience laugh.
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