Apple Quote by Steven Levy
“With the iPod - Apple's first successful stab at market dominance - Apple had begun with a high price but quickly dropped it.”
About This Quote
Source Article: "The iPod Effect", Wired, 2004
Apple initially priced the iPod high to signal premium quality, then lowered it to expand market share and dominate.
In simple terms: Apple used high price then cut it to dominate market.
Use pricing strategy to capture market.
Themes
Mood
Type
When to use this quote
- product launch
- consumer electronics
- market entry
- price adjustments
Key Concepts
Questions to Reflect On
- How does price affect perceived value?
- When should a brand lower prices?
High price may deter early adopters despite brand prestige.