“Tank discount” for iPhone users: Apple must act now

Everything is getting more expensive and Apple users will also have to pay more and more for iPhone, iPad, Mac and Co. in the future. Due to the weak euro, this primarily applies to us Europeans. In my opinion, a kind of “tank discount” is now needed for Apple customers.

A comment by Sven Kaulfuss.

Apple products are getting more and more expensive in Europe

Electricity, gas, rent … the price increases know no bounds. Apple hardware is also getting more and more expensive. The reason for this in this country is the extremely weak euro. We got a first foretaste with the steep prices of the new MacBook Air 2022. We could have to pay at least 1,000 euros or more for the iPhone 14 in September. But the Apple Watch 8 or the expected new iPad Pro will no longer be a bargain. Sooner or later it will be a problem for Apple, at the latest when customers reject commercialism and simply stop buying new devices for the foreseeable future.

There are fewer and fewer valid reasons for buying a new one. For example, Apple is very reluctant when it comes to innovations in the standard iPhone 14 model. So this model with the A15 will have the same chip as the current iPhone 13. You can and should rather consider getting one of these cheaply in free trade.

In my opinion, Apple should react better to this situation in the future. I have a kind of “tank discount” in mind. Quasi a direct subsidization of the prices for affected Apple hardware. As a reminder, Apple’s prices in Europe are based on the US dollar. But the direct currency conversion is only part of the calculation. There are also duties, the tax and Apple’s own safety margin. Apple has the latter in its own hands and could do without it. If this is not enough for a reasonable discount, then the manufacturer could certainly give up one or the other percentage point from its exorbitant margin of more than 30 percent and directly support the prices in this country.

Everything will be more expensive, but this is how you save money:

Good reason for the “tank discount” on iPhone and Co.

But why should Apple do this? Quite simply, in order not to lose market importance. The competition also calculates on the basis of the US dollar, but this has always been extremely tight. Price increases are therefore less noticeable than with the high-priced and profitable Apple devices. In the worst case, in a tense economic situation, consumers could be tempted to stop buying from Apple and instead buy from the competition. Apple should have a legitimate interest in preventing this. If necessary, with slightly subsidized prices.

Of course, this is just wishful thinking on my part at this point. For Apple, my suggestion would be an absolute paradigm shift. So far, Apple has never wanted to sacrifice margin just to target and support a market. However, extraordinary circumstances require such action. Ergo: Come on Apple, awaken the inner FDP in you and get the “tank discount” for your customers now.