The author discusses how a Forbes article criticizing Apple's $700 wheels for the Mac Pro workstation sparked a reaction, but argues that the outrage plays into Apple's hands. They explain that Apple creates luxury items, like the wheels, the solid gold Apple Watch, and a $1,000 monitor stand, not just to make a profit, but to create a perception of scarcity and prestige, which is valuable for a consumer brand. These "halo products" serve to make the brand seem exclusive and high-end, even if most people can't afford them. The author suggests that Apple chose to create a luxury Mac accessory, rather than an iPhone, because they weren't as worried about angering the Mac community. They also note that the negative publicity from the article actually provides Apple with free brand exposure.
Here are the extracted facts from the text:
1. Apple recently released wheels for their Mac Pro workstation for sale.
2. The author of an article on Forbes mocked the wheels as tone-deaf, a bad product for consumers, and an expensive fail.
3. The author compared the price of the wheels to the MSRP of the Mac Pro itself and other Apple products.
4. The wheels cost $700.
5. Apple released a solid gold edition of the first-generation Apple Watch, which cost $10,000 to $17,000.
6. The Apple Watch stopped receiving software support after three years.
7. Apple created a picture book that took eight years to create and cost $200 to $300.
8. The picture book served no purpose other than to market Apple's products.
9. Apple released a $1,000 monitor stand.
10. The monitor stand lacked basic features like swivel and height adjustment.
11. The author believes that Apple's expensive products are luxury items that nobody actually needs.
12. Apple's products are not scarce or prestigious, but the company wants to create a perception of scarcity and prestige.
13. The author thinks that Apple's strategy is to make people talk about their products, even if it's negative publicity.
14. The expression "there's no such thing as bad publicity" is relevant to Apple's strategy.
15. Apple's gross margins are public information, and they are around 38%.
16. The author believes that Apple is not a luxury brand, but a consumer electronics brand.