In 2007 the “Touchscreen Phone” is it, folks. Nokia recently launched their campaign (see the commercial here), and anyone who fails to join the game ASAP will be finding serious struggles in 2008.
And now Apple has repositioned the iPhone price. The new $400 price tag seems like a major bargain compared to Armani’s $550 debt creator. Gizmodo, for one, isn’t overly impressed, calling it “relatively sleek” and a “neutered iPhone.” That means the extra $150 is going to…what? The opportunity to have the Armani name on your phone? Not sure people will buy that.
Fact is, a race is on to get these phones in consumers’ hands, and Steve Jobs obviously thought price would be a factor (and he’s probably spot on). We’ve come to trust Apple’s technology, and as a fashion accessory, the brand is well positioned to compete with the traditionalists like Prada and Armani (and even Nokia, a company that has aligned itself with a perception of luxury over the years).