[Fed-Talk] Steve Jobs: To all iPhone customers: -$100 for early adopters
[Fed-Talk] Steve Jobs: To all iPhone customers: -$100 for early adopters
- Subject: [Fed-Talk] Steve Jobs: To all iPhone customers: -$100 for early adopters
- From: David Hale <email@hidden>
- Date: Thu, 6 Sep 2007 16:15:08 -0400
http://www.apple.com/hotnews/openiphoneletter/
To all iPhone customers:
I have received hundreds of emails from iPhone customers who are
upset about Apple dropping the price of iPhone by $200 two months
after it went on sale. After reading every one of these emails, I
have some observations and conclusions.
First, I am sure that we are making the correct decision to lower
the price of the 8GB iPhone from $599 to $399, and that now is the
right time to do it. iPhone is a breakthrough product, and we have
the chance to 'go for it' this holiday season. iPhone is so far
ahead of the competition, and now it will be affordable by even
more customers. It benefits both Apple and every iPhone user to get
as many new customers as possible in the iPhone 'tent'. We strongly
believe the $399 price will help us do just that this holiday season.
Second, being in technology for 30+ years I can attest to the fact
that the technology road is bumpy. There is always change and
improvement, and there is always someone who bought a product
before a particular cutoff date and misses the new price or the new
operating system or the new whatever. This is life in the
technology lane. If you always wait for the next price cut or to
buy the new improved model, you'll never buy any technology product
because there is always something better and less expensive on the
horizon. The good news is that if you buy products from companies
that support them well, like Apple tries to do, you will receive
years of useful and satisfying service from them even as newer
models are introduced.
Third, even though we are making the right decision to lower the
price of iPhone, and even though the technology road is bumpy, we
need to do a better job taking care of our early iPhone customers
as we aggressively go after new ones with a lower price. Our early
customers trusted us, and we must live up to that trust with our
actions in moments like these.
Therefore, we have decided to offer every iPhone customer who
purchased an iPhone from either Apple or AT&T, and who is not
receiving a rebate or any other consideration, a $100 store credit
towards the purchase of any product at an Apple Retail Store or the
Apple Online Store. Details are still being worked out and will be
posted on Apple's website next week. Stay tuned.
We want to do the right thing for our valued iPhone customers. We
apologize for disappointing some of you, and we are doing our best
to live up to your high expectations of Apple.
Steve Jobs
Apple CEO
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