Re/code’s sources prevail once again, this time revealing some information on the price of Apple’s upcoming wearable:
Apple executives have discussed charging around $400 for the company’s new wearable device.
Pricing has yet to be finalized for the forthcoming product, which is expected to begin shipping next year. Sources say consumers should expect a range of prices for different models including lower priced versions.
$400 is an excellent price point for affordable luxury. It comes well below what you can pay for a premium watch, but well above what the competitors are currently producing, suggesting it will be a ‘no compromise’ device. The iPhone was also somewhat expensive when first released.1
Cheaper options will be necessary if the iWatch is to be competitive, but as Apple may be reinventing a product category here, they need one model to highlight what the company are capable of—they shouldn’t worry about price when doing this.