Here’s a challenge for the iPhone event, Apple. Announce something affordable

Of all the adjectives that could be assigned to Apple products, “cheap” goes far enough in the list. It has never been a company that has a strong interest in the basement of good deals, preferring to sell a smaller number of premium devices to a heavy margin.

But this lasting truism, which Apple products tend to sit in higher price supports, masks a more complex and changing philosophy. The devices have always been expensive, but the reasons have changed. And the company’s devices have become more and more exclusive because it is abandoned budget buyers and, even, apparently, the lower market.

Apple’s high prices were just used to function from its compromise approach to industrial design. The company manufactured the best possible products, then assessed them and marketed them accordingly. And so, while the products were expensive, they were very rarely too expensive. And there were options for those who have a little less money: the standard iPad; The Mac Mini and Homepod Mini; IPHONES 5C, XR and SE.

At a given time, as a social media website entering phase two of its sinister business plan, Apple’s priority has gone from customers to benefit. Basic products have become more and more clearly undernourished to encourage the upward sale; The storage levels have been cynically calculated to force customers to choose between too little and too much; Dongles has become a major source of income. It was a strategy that made Apple the very first business of three billion dollars, but resentment began to accumulate.

More recently, things have become really silly. Earlier this year, I reviewed the iPhone 16th, which replaced the 3rd generation iPhone SE as Apple’s cheapest smartphone … except that the $ 429 and the 16th costs $ 599. For unknown reasons (it can be Apple Intelligence’s fault), Apple no longer sells a budgetary smartphone. It is simply abandoned on people with less than $ 500 to lose.

We certainly do not expect a phone less than $ 500 to appear during the “AWE-Dropping” press event of tomorrow, because it is the premium handsets that are refreshed in the fall. (The iPhone 17th will probably be launched next spring.) Nevertheless, it is worrying to read the reports that the iPhone 17 Pro will probably cost $ 200 more than the 16 pro, and that the 17 Air will start at $ 1099 despite a set of features resolutely non -pro.

I do not want to put these changes to the greed of naked companies, because there are legitimate reasons for which prices could increase: the smaller pro model should pay twice storage, air has a frankly ridiculous design that complicates everything and prices exist. It should also be emphasized that it is simply a last -minute rumor of a source with at least one imperfection on his predictive file. But that made me ask me if Apple has an interest in providing its technology available to a large audience.

The best chance for budget buyers is the Apple Watch SE, that we plan to obtain its 3rd generation model this week. But the waters are muddy by the rumor that Apple plans to improve the SE, with a larger screen and a new look for 2025, as well as an improved processor. Will Apple appreciate the budgetary market enough to keep the device at $ 249, or will it repeat its policy with the iPhone 16th? We will have to wait and see, but I find it difficult to feel particularly optimistic.

Steve Jobs once persuaded a leader of Pepsi to join Apple asking him: “Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?” It’s a good line. But you cannot change the world if your products are out of reach for most people. And at least sugar water is cheap.

Foundry

Welcome to our weekly chronicle Apple Breakfast, which includes all the Apple news that you missed last week in an overview the size of a bite. We call it apple breakfast because we think it goes very well with a cup of coffee or Monday morning tea, but it’s cool if you also want to read during lunch or dinner hours.

Special iPhone event!

I can’t wait Apple’s Iphone 17 event? We have the full keynote script here!

Here is what to expect at Apple ‘Awe falls’ Iphone 17 event.

Alex Blake offers a brief history of the iPhone event: each invitation to shuttle and Secrets they revealed.

If you want these Apple products, sorry, they don’t come Tomorrow’s event.

Switching or upgrade to a iPhone 17? Here’s how to make sure you are ready.

Podcast of the week

Apple “AWE Droping” event is September 9. In the latest episode of the Macworld Podcast, we are talking about the products we are waiting to see: the iPhone 17 range, the new Apple watches, the new Airpod Pro 3, and more.

You can catch each episode of the Macworld Podcast on YouTube, Spotify, SoundCloud, the Podcasts application or our own site.

The rumor mill

iPhone 17 pro leakage paint a particular image of Apple design plans.

The next Airpods Pro 3 It will miss a key functionality.

Prepare for a month crowded with Apple outings with a new iPhone and a much more.

Report: Apple builds a Web search fueled by AI For Siri.

Video of the week