For some, Apple’s new generation of smartphone starts not with the recently released iPhone 8 (an incremental upgrade at its “best” and most “exciting”), but with iPhone X (pronounced “iPhone Ten”). For the uninitiated, iPhone X is Apple’s vision for the future. They say as much on their official iPhone X page: “Our vision has always been to create an iPhone that is entirely screen. One so immersive the device itself disappears into the experience. And so intelligent it can respond to a tap, your voice, and even a glance. With iPhone X, that vision is now a reality. Say hello to the future.” Normally, new, innovative features – or lack thereof – dominate the news cycle when a new smartphone is unveiled. However, coverage of iPhone X has been different in that respect. Its starting price of $999 for the lower capacity model has gotten a tremendous amount of coverage, which has overshadowed Apple’s future-focus to an extent. And what if it breaks? That’s another issue Apple doesn’t want the public thinking about right now, and yet again, involves price.
iPhone X is being positioned as the exotic sports car of the smartphone world. It’s pretty, feature-rich, created with premium materials, and will cost you. What car dealerships don’t like to remind you of when buying an exotic car are the maintenance costs as well as the high cost of any repairs associated with even the most minor of fender benders. Premium parts cost money, and a recent CNET article unveils more bad news to Apple and prospective iPhone X owners: repairs will be expensive. “Apple’s service pricing for the phone lists $279, £286 or AU$419 if you ‘need to replace your screen due to accidental damage or mishandling. Accidental damage isn’t covered by the Apple warranty.’ The cost for ‘additional damage that’s not limited to the screen’ is $550.” That’s $829 if you really mess up your iPhone X, and that cost of repair is far beyond that of other smartphones, including iPhone 8. And speaking of iPhone 8, for that price a user could purchase either base model of iPhone 8 and 8 Plus with some cash left over. It’s worth noting, we have partnered with leaders in the repair industry, but their prices have yet to be unveiled, which is customary. But don’t expect repair prices to be wildly cheaper in the after market. The bottom line is, this experience Apple is peddling is really reserved for those with a lot of cash to burn, like an exotic sports car.
The CNET piece does offer some good news to prospective iPhone X customers. “The exception is if you elect to get AppleCare+ coverage, which does cover accidental damage to the screen and other parts of the phone. It costs $199 in the US.” This is certainly a bright spot in terms of price, but the CNET piece concludes with some sound preventative advice in the face of such high costs “Or you could just get a screen protector and a robust case. On a phone that expensive, butterfingers might want both.” We couldn’t agree more with this sentiment. While phones have become more durable over the years, they still can be expensive to repair and are not indestructible. Thankfully, our partners offer a wide array of accessories and protection for Apple’s premium, futuristic handset. Like an exotic sports car, we understand some users will want the world to know they own an iPhone X, but it’s always good to take preventative measures to keep it working. A car isn’t useful if you can’t use it, and the same goes for iPhone X.
In terms of accessory sales, turn this high-cost negative into a positive. Certain iPhone X customers may not be in the mood to spend more money on protecting their new device after spending over $1,000. It might be hard to reach them, as it is always hard to reach a certain segment of users resistant to additional protection, but the exorbitant cost of repair for iPhone X will be very convincing. It’s possible we’ll see a higher case and screen protection ratio for iPhone X due to repair costs alone. Be sure you maximize these opportunities with all consumers, especially those seeking to purchase iPhone X.
Speaking of maximizing sales and opportunities, be sure you also consult with your designated sales representative on all things iPhone X. They’re ready to assist you in selecting the right accessories for your iPhone X offering as well as providing valuable strategy and tactics in order to capitalize on every opportunity who walks through your door. X should mark the spot; make sure it leads to your store!