Touch ID is back… just as the masks come off. Apple’s first product event of the year didn’t have as many jaw-dropping debuts as its typical fall bonanza, but there were some goodies:
- Entry level: Apple’s new iPhone SE is a throwback to the OG iPhone (think: one camera, fits in one palm) but with high-speed 5G. Price tag: $430, or $30 more than the previous SE model.
- Expert level: The new Mac Studio is a two-piece desktop aimed at high-tech creators (think: sound engineers, app developers). It’s also equipped with Apple's new M1 Ultra chip making it 3X faster than its next-best computer. Fully specced-out price tag: $8,000.
- Pro level: Apple TV+ will stream two MLB games on Friday nights (assuming there’s a season to watch).
Welcome to Club Apple… It might be hard to get in, but it’s even harder to leave. Apple is trying to be like a social club with different levels of membership. It’s positioning the iPhone SE line for junior members: it has a low price point and limited features but still comes with the Club Apple bragging rights. Meanwhile, VIP members are blinged out with the iPhone 13 and Mac Pros — and going on their third pair of AirPods.
It’s all about the ecosystem… To maintain its premium reputation, Apple used to avoid making cheaper iPhones. Now analysts say the budget iPhone SE could make up one-tenth of Apple’s sales after it hits stores next week. By offering more affordable iPhones, Apple can court the 80% of the world’s smartphone users who don’t have one. Apple is hoping that its cheaper phones will be the junior membership card that hooks you into Club Apple’s ecosystem.