Something happened to Apple last year. Maybe the executives that run the iPhone maker are smarter than we give credit. Last year they raised prices on new products. iPhone, iPad Pro, Mac. All had price increases which caused a stir in the Applesphere and technology community.
Maybe somebody at Apple determined that a mini-recession was on the way. Maybe somebody told Apple’s executives that both Services and Wearables revenue is dependent upon a growing customer base.
What happened? Apple started discounting prices. Apple went on sale and has stayed on sale since. What’s going on?
I get it. Apple adopted the old retailers trick of raising prices first, then putting products on sale, thereby keeping those notoriously high gross margins, well, grossly high. That helps to keep the company profitable.
Look around. Apple products are discounts on Amazon, Best Buy, B&H, Walmart, Target, and many other online retailers. You won’t need to wait long to find what you want on sale.
Everything is on sale. Well, almost.
Macs, iPad Pro and iPad, iPhones (discounts with cellphone carriers), even Watch and AirPods.
What’s not to like?
I don’t like it because all those discounted products that Apple sells as new are wreaking havoc on my resale values.
Selling a used Mac, iPhone, iPad or Watch is a time honored method that Apple’s customers have used for years to help reduce the overall TCO– total cost of ownership. We pay more to buy new Apple gear, and we get more when we sell the used gear.
Resale value is being hammered by all these discounts. Why by my old iPad Pro for $400 less than a new one when you can got to Amazon and get a new for $400 less than Apple charges at retail.
Hey, Apple, stop messing with my resale value.