Steve Jobs: iCame, iSaw, iCaved - New York Times

Steve Jobs: iCame, iSaw, iCaved - New York Times

By DAVID CARR
Published: September 10, 2007

Let me get this straight: Steve Jobs insists that songs on iTunes cost 99 cents and television episodes cost $1.99 because consumers crave simple pricing.

Except, of course, when it comes to Apple’s own products.

On Thursday, I was at the massive Apple temple just off Central Park. From a pricing perspective, it was chaos — a very lucrative form of chaos. The day before, Mr. Jobs had dropped the price of the iPhone, introduced the iPod Touch, re-priced the original iPod, and introduced a new Nano with video capability.

The tables contained both new and old versions of the devices, but the signs listed the old prices.

“These signs are wrong,” said Bryan, a clerk in sort of general-announcement mode near the mob at the iPhone table late in the afternoon. “The price just dropped $200, and you should get ’em while the getting’s good.”

There were wrinkles created by all the dynamic pricing. Customers who paid $599 when the iPhone came out two months ago saw their status drop from early adopter to, well, sucker, after Mr. Jobs cut the price of the device by a third.