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Does a $99 iPhone break the psychological barrier to buying?

Sure, the reduced price on the iPhone 3G 8GB model is swell, but is there something magical about 99 dollars? The AP story on yesterday's product announcements gets a quote from analyst Michael Gartenberg where he seems to think there may be some retail psychology at work:
"Every $100 you move down in consumer electronics brings in a lot more customers," [Gartenberg] said. "Ninety-nine dollars is a psychological price point, so that's a real barrier to move through. It becomes something people can afford - it becomes an affordable luxury.
In my experience, a $99US item is right at the point where I can at least consider buying it on impulse without consulting my spouse; this was the case with Palm's Zire handheld when it debuted, and it includes the iPod shuffle now. Anything that could be a 'checkout line' purchase should hit at that price point or below, so it's all well and good to include the 8GB 3G in the mix for new or over-contract purchasers... but knowing that the real cost of the phone is in the two years of voice and data, will consumers bite in large numbers? The Wall Street Journal cites Sanford Bernstein analyst Toni Sacconaghi's guess that the price cut could increase iPhone demand as much as 50%, even with the presence of the 3G S at the top of the food chain.

Is iPhone demand that price-elastic? I have my doubts... but it's worth noting that the numbers from the first quarter, where RIM had to give away a free Curve with every purchase to catch up with Apple in handset sales, indicate that the smartphone market can definitely get a big boost from price cuts.

[via MacDailyNews]

Sure, the reduced price on the iPhone 3G 8GB model is swell, but is there something magical about 99 dollars? The AP story on yesterday's...
 

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ProfessorDex

After using many "free" phones from the various Canadian carriers over the years, it's painfully evident that you get what you pay for.

Although most of the free phones can do just about everything, it's the higher end phones which do those things more eloquently, and that's what I personally want in a cell phone.

June 10 2009 at 10:10 AM Report abuse rate up rate down Reply
Brett

I can say that the AT&T rates for service is the single reason that has kept me from buying the iphone.

And believe me, everybody in my family really wants one. But as long as AT&T is charging those kind of rates, it will just never happen. $99 or not.

June 10 2009 at 4:07 AM Report abuse rate up rate down Reply
1 reply to Brett's comment
Fernando

I'm always been puzzled by people saying that the AT&T rates are so outrages. When I look at the various minute plans from Sprint, Verizon, and AT&T, I see identical pricing for their plans $39.99 for 450 minutes, $59.99 for 900 minutes. $79.99 for 1350 minutes, and $99.99 for unlimited. I'm surprised I don't hear more noise on boards like this regarding collusion on pricing and plans on the part of the major cell companies. Now yes you do pay an additional $30 premium for the data plan. Maybe this is what people are complaining about. And if that is the case, then don't get a smartphone!!! Part of having a smartphone is have email and internet. Sprint and Verizon also charge a $30 premium for their smartphone plans. So again I'm just not seeing what is so damn "expensive" regarding AT&T service.

In fact, until AT&T introduced $30 data plans with the iphone, data plans ran in the $50 range.

June 10 2009 at 10:38 AM Report abuse rate up rate down Reply
SteveM

I do agree that the price of the phone really isn't the important thing to look at. Total cost of ownership is matters, but if one's going to compare TCO, one also needs to look at what capability is provided by that cost.

The iPhone is the first phone I owned that had a web browser where I didn't think to myself 'hmm, do I really need this information?' before going through the tedium of looking it up. It's the first phone I owned that provided an audio player that was worth using and allowed me to easily buy music directly from the phone. It's the first phone I've owned that had a map application that was good enough to allow me to stop printing Mapquest directions from my computer before leaving the house. I could go on - but the point is this: I get more from my iPhone than I used to from any of the smartphones I've owned previously. Considering the value I get from it on a daily basis, I don't mind the monthly fee in the least. I'm paying less than $3/day for a handheld computer of incredible connectivity and capability.

June 10 2009 at 2:20 AM Report abuse rate up rate down Reply
Andrew Baisden

Not that the iPhone is the perfect device but what phone is cheaper up front and better? Blackberries (except when they give them away for free), Nokias, Palm Pre, and Samsungs are all 99$ and up. I have Verizion and the reason I did not get a free Blackberry is it increases your bill each month 30$.

June 09 2009 at 9:15 PM Report abuse rate up rate down Reply
Brian in the West

I don't know about "psychological barriers," but I do know that many many of us would have bought an iPhone long ago, were it not for the ATT exclusive.

I don't see why such a smart company would show Blackberry, LG, and everyone else how to make a smart phone, and then let them clone the iPhone for years before offering any competition on any US network besides ATT.

Stupid. Can you say "Windows 95 all over again?" Does Apple want market share or not?

June 09 2009 at 8:09 PM Report abuse rate up rate down Reply
Jess

It will be interesting to see, especially considering the iPhone 3G S is only offering lower price points for people signing a new AT&T contract. Current AT&T customers who aren't happy about paying almost $400 for the new model may just shell out $99 for the older one.
http://www.newsy.com/videos/at_t_crashes_iphone_party

June 09 2009 at 6:49 PM Report abuse rate up rate down Reply
aph3x

This totally makes sense as to why they can be pushy about the 3G S to existing customers. They are going to be selling a whole lot of the $99 iPhones - enough that they don't care whether or not the existing 3G customers want to upgrade. They've got them for at least another year on contract anyways.

June 09 2009 at 6:31 PM Report abuse rate up rate down Reply
dan

You could get an iPhone for free with a contract in Germany all year here, and I didn't see people falling over themselves in the T-Mobile shops. IDK, maybe Germans think it through, better. (I'm not German)

June 09 2009 at 5:29 PM Report abuse rate up rate down Reply
1 reply to dan's comment
dan

Reference: http://www.t-mobile.de/iphone/tarife/complete-flatrates

June 09 2009 at 5:38 PM Report abuse rate up rate down Reply
markdbenedict

I didnt think the $99 price point was that big of a deal, personally I cant see NOT spending the extra $100 over a 2 year period for double the memory and a ton more features, but my two office mates are now seriously considering the iphone due to these price cuts. Goes to show what I know.

June 09 2009 at 5:25 PM Report abuse rate up rate down Reply
Griffon

As ussual corporate America assume (correctly) that joe smo can't do math. The problem with the iphones is not hte upfront subsidized cost (or even really unsubsidized) but the ATT plan costs that are through the friggin roof and comparatively feature pore.

June 09 2009 at 4:17 PM Report abuse rate up rate down Reply
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