Tuesday, September 12, 2017
Apple is expected to sell its fanciest iPhone yet for $1,000, crossing into a new financial frontier that will test how much consumers are willing to pay for a device that’s become an indispensable part of modern life.
The unveiling of a dramatically redesigned iPhone will likely be the marquee moment today when Apple hosts its first product event at its new spaceship-like headquarters in Cupertino, Calif. True to its secretive ways, Apple won’t confirm it will be introducing a new iPhone, though a financial forecast issued last month telegraphed something significant is in the pipeline.
In addition to several new features, a souped-up “anniversary” iPhone – coming a decade after Apple’s late co-founder Steve Jobs unveiled the first version – could also debut at an attention-getting $999 price tag, twice what the original iPhone cost. It would set a new price threshold for any smartphone intended to appeal to a mass market.
Various leaks have indicated the new phone will feature a sharper display, a so-called OLED screen that will extend from edge to edge of the device, thus eliminating the exterior gap, or “bezel,” that currently surrounds most phone screens.
It may also boast facial-recognition technology for unlocking the phone and wireless charging. A better camera is a safe bet, too.
All those features have been available on other smartphones that sold for less than $1,000, but Apple’s sense of design and marketing flair has a way of making them seem irresistible — and worth the extra expense.
Apple isn’t the only company driving up smartphone prices. Market leader Samsung Electronics just rolled out its Galaxy Note 8 with a starting price of $930.