Today Apple announced new products of three lines of business – MacBook Air, iPad Pro and Mac mini.
Besides the new features and superior performance, Apple seems to be more addicted to aggressive price tags. Today’s event is the latest episode of a series, starting from the 10-year anniversary model iPhone X last year.
[discussion below is based on the most basic consumer version of each product]
9/12/2017 – iPhone X introduced @ $999, a 30% increase from the high-end phone (iPhone 7 Plus @ $769) one year before
5/27/2018 – updated iPad introduced @ $329, flat with the new iPad debut price in Apr. 2017.
7/12/2018 – updated MacBook Pro @ $1,799; the price seems to be the same as Oct. 2016’s debut price with Touch Bar, but is a 20% increase in terms of available low-end option (MacBook Pro with no Touch Bar @ $1,499).
9/12/2018 – iPhone XR @ $749, increased by 7% ($50) compared to the low-end phone last year (iPhone 8 @$699) ; Apple Watch Series 4 @ $399, increased by 21% ($70) from a year ago @ $329.
10/30/2018 – new MacBook Air @ $1,199, a 20% increase from the old model years ago @ $999; updated iPad Pro @ $799, a 23% ($150) increase from previous Jun. 2017 version @ $649; new Mac mini @ $799, a 60% increase from the old model years ago @ $499; redesigned Apple Pencil 2 @ $129, increased by 30% from $99 when it was introduced 3 years ago
The 2-way strategy looks clear: 1. use entry-level new products (e.g. iPad & iPhone XR) to attract new users and compete with other firm’s often lower-priced products. Educational market and some international markets are important here, especially for new-user growth, ensuring an increasing number of total active users in Apple’s ecosystem and getting more market shares in terms of shipment. So there is barely any increase in price. 2. raise prices by 20-30% in other product lines to keep margin (for example Apple Watch price increase might be more associated with costs) or to compensate lower margins in entry-level products.
Apple’s overall average gross margin from 2016 to present is actually lower than the average from 2014 to 2015 (38.44% vs. 39.63%, down ~120bp), even with higher gross margins from service revenues weighing in more recently.