At last week’s Worldwide Developer’s Conference, Apple dropped the jaws of those in attendance and throughout the tech world by announcing the availability of the Mac Pro Stand … starting at $999.
Yes, you heard that right and yes, it’s a piece of metal that holds a monitor in place. And it costs $1,000. Just to be clear, it is not included in the price of the $5,000 Pro Display XDR monitor for which it’s designed.
The monitor is a high-end option primarily targeting professional photographers, videographers and filmmakers. The stand features a magnetic attachment and one-piece aluminum construction with Apple's matte silver finish. The company also describes the stand’s movement as “weightless counterbalancing adjustments” in moving the monitor up, down, side-to-side or in transitioning between landscape and portrait orientations.
But neither the features, functions or aesthetics of the stand are what’s garnering the most attention. Nor is the fact that the monitor it holds is being made available for significantly less that comparable options. Rather, a loud majority point to the stand as Apple again jacking up prices on important components that are essentially commodity items.
However, some have come to Apple’s defense. They point out that instead of simply adding $1000 to the cost of the monitor, customers can save that money if they already have a comparable stand. Others have pointed out that this group of professionals will understand the value of a premium product, which is how Apple is looking to position itself.
Then again, maybe it’s just corporate hubris. This is the company that brought computers to the mainstream, revolutionized media consumption, and reshaped communication of all types via the smartphone.
Jonathan Ive, Apple’s Chief Design Officer, is also known to have an unparalleled amount of autonomy. Prior to his passing, Steve Jobs himself stipulated that no one within Apple's management structure would interfere with Ive’s designs or plans. In other words, if Mr. Ive wants to roll out a $1000 stand, that’s what will happen.
In the end, the market will decide on the prospects of the company’s $1000 monitor stand. Historically speaking, Apple tends to be a crowd pleaser.