Does the math still add up?

Today we received two emails from Apple in California: We’re now being asked to get ready right away to pre-order the new iPhone 18 Pro! As always, we’re totally ready and click the link. But oh dear—as soon as we see the price, the insular cortex in our brain kicks in and signals: Pain! Because this little treat is set to cost a cool 2,000 euros. And apparently, we’re not the only ones feeling this way—the internet is overflowing with people wondering whether they really want to sacrifice vacations and a month’s rent for this tech update from Cupertino. From a brand perspective, this raises questions: Is Apple losing the middle class with this pricing strategy, as they simply no longer see the value behind the record-breaking price? Or does the Veblen effect continue to work reliably, with higher prices—combined with artificial scarcity—boosting demand, which in turn maximizes margins?

Of course, the fact remains that financing the device through a carrier contract does make the high price seem more bearable. But more importantly: Is Apple, with its premium pricing, jeopardizing the psychological benefits the iPhone provides to customers? Namely, a sense of belonging, a demonstration of good taste, and the subtle message: “I can still afford it!” We believe that for many people, switching from an Apple iPhone isn’t a technical transition, but a step down—even a loss of identity. And as long as this feeling remains stronger than the pain in their wallet, Apple hasn’t yet crossed the “tipping point.” But it’s getting closer…

Or what do you think?

Here is the link:https://www.t-online.de/digital/aktuelles/id_101429454/apple-erhoeht-die-iphone-preise-deutlich-alle-modelle-betroffen.html