OnDemand WTP Pricing Research

The 10.000$ Apple watch – Worst practice for pricing consistency | Pricing for Startups

Take-aways for founders

Re-focusing on the pressing issue of new product pricing there are a few take ways from this case:

  • An out-of-this world anchor price ($10,000 in Apple’s case) will not boost the sales of alternative product versions, but only confuse other customers.
  • It seems that Apple apply’s pure markups to their cost base. In some cases this will lead to massive price inconsistencies. Make sure your prices within and across product categories are consistent.
  • For Apple even loyal customers will find the $10,000-price tag ridiculous. It remains to be seen how this will effect other product categories.

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The 10.000$ Apple watch | Worst practice for pricing consistency.