Holiday gift giving? Black Friday? ‘Bah Humbug.’ That seems to be the attitude permeating One Infinite Loop in Cupertino, CA these days. It used to be that the extended holiday shopping period was where most retailers made their profits for the year. That’s not the case with Apple.
Our favorite Mac maker makes money month after month, quarter after quarter, year after year, and every year it seems they chase the almighty dollar (and whatever other currency which eventually gets tossed into the hallowed vaults at Bank Of Cupertino) less and less. Wait. What? How can that be true? Isn’t Apple the company most proud of their products and most willing to tack on a ridiculously high price tag which leads to high gross margins which leads to outrageous profits while all competitors manage bare survival on mere scraps from Apple’s indulgent table of plenty?
Pretty much. You can tell Apple doesn’t care about the holiday shopping season because the company seldom has new products in sufficient supply to satisfy the Black Friday Hunger Games.
Mac users who want a new MacBook Pro that’s so deficient in pro that even pros are angry about it, still can’t get one in the store, are forced to order online, and if they do so right now at this very moment they might possibly but not necessarily probably get one before Christmas.
Apple doesn’t seem to care much about keeping new devices up to date or in stock. Want a Jet Black iPhone 7 Plus? Order from Santa right this minute child and do not delay, because they weren’t available on Black Friday and ordering now might get one in your hands just before Santa shows up but hardly a minute earlier. Need a Watch Series Two with Milanese Loop band in Stainless Steel? It’s a couple of weeks wait.
How about a new Mac Pro?
Yep. Apple has those in stock and ready to head out the door. Why? Because the Mac Pro has been sitting around in stock for the past three Christmases, fully and wholly and completely unchanged since it was introduced way back in the day (circa mid-2013).
I couldn’t find the line waiting for the Mac Pro at the Apple Store, because, of course, a machine that starts at $2,999 isn’t likely to find space on many shopping lists this year, so you might come to the same conclusion I came to. Apple doesn’t care about Christmas. I mean, if you don’t care about having new products on the shelves to sell to customers too eager to spend money rather now rather than wait for Santa’s sleigh to do a drive by fly by– the world’s first time shifting delivery drone– then it’s obvious that the world revolves around Apple, not the customer.
Logic seems to dictate that a retailer would have popular products available for sale during that time of the year when retail customers are most willing to spend the most money to get the latest and greatest.
Nope. Not Apple.
Those magical, wireless, effortless AirPods that were introduced with iPhone 7? Remember those? Obviously, they’re a forgettable item at Apple. Yes, you can look at the advertising animation on the Apple website, and even click the button that says “View Pricing” and then, well, actually view the pricing. But that’s it. Buy a pair? Bwahahaha. What were you thinking? You can’t even order them because they are, as Apple says too often, Currently Unavailable.
The holiday shopping season, and Christmas itself is designed to bring people together, and that’s where Apple steps up the game. You can chat online with an Apple associate who will tell you that AirPods are not yet available. And that’s much the same answer you get from a face-to-face with an Apple Store associate.
Yes, Apple should care enough about the season and the holiday to ensure that products customers want are available but Apple makes so much money that the Christmas shopping season is just another day, another week, another month, and another bucket of untold profits and riches so why bother rushing products into production when people will wait anyway.