Three or four years ago, anyone proposing a four-figure price for a phone would have been laughed out of their boardroom meeting. Two years ago, if I’d told you Apple would be successfully selling a phone with a notch in its screen but no headphone jack, at a price of $999, you’d have shaken your head and accused me of wilder wishful thinking than Gene Munster’s Apple TV pipe dream. And even at this time last year, I was busy writing a disbelieving meditation on the topic of Samsung’s upcoming Galaxy Note 8 and how it crossed past the $1,000 mark.
And yet, for all our preconceptions about what reasonable smartphone pricing is and should be, every phone that’s dared to nudge up to the $999 level and above has proven a success.
Using the frog-in-the-pot analogy, it took about a year for the water in the pot to reach the boiling stage of $1,000 for a new phone. We've allowed world-class marketing experts to penetrate our minds and create the reality that we need a phone that costs almost as much as a decent used car in our lives.
It's time to look for alternatives. Time to look inward to explore just what we need a mobile phone for. Time to ask the tough questions internally, and time to act with common sense.