With Apple, There's a Fine Line Between Paying a Premium and Being a Sucker

It’s no secret that I’m a Mac guy (and yet I always find the need to disclose that). Therefore, I must be one of those types of people who finds value in Apple (AAPL) products and is willing to pay a premium for them. But that doesn’t go for every product.

Apple made a series of announcements Tuesday regarding upgrades to the lineup of iMacs, Macbooks and MacMinis. They correctly highlighted the enhancements - battery life on the Macbooks, glass displays on the iMacs and increased performance on the MacMini lineup. These are the sort of things I’m willing to pay for.

Then, the company put out a separate press release about a new mouse, called the “Magic Mouse.”

Some people laugh at us Mac types because we think $999 for a 13-inch Macbook is a bargain. They howl when we defend ourselves for spending $600 or $800 for a computer that doesn’t come with a keyboard, mouse or monitor. That doesn’t bother me at all - the computing experience that I get with a Mac is worth it to me.

But unless this new Magic Mouse can actually do something amazing like respond to voice commands or read my mind, I just cannot see dropping $69 - yes, Sixty-Nine Dollars - for a mouse. And if I did, I would fully expect friends and family to laugh directly in my face.

Yes, I realize that the Magic Mouse is extremely innovative and probably so ergonomically-correct that folks in HR departments everywhere are excited about getting one - if they weren’t $69 each. But that doesn’t change the fact that these are tough economic times and asking anyone to cough up those sort of bucks for a peripheral seems unrealistic. I don’t know… Maybe it’s just me that doesn’t see the value. From Apple’s press release:

The Multi-Touch area covers the top surface of Magic Mouse, and the mouse itself is the button. Scroll in any direction with one finger, swipe through web pages and photos with two, and click and double-click anywhere. Inside Magic Mouse is a chip that tells it exactly what you want to do. Which means Magic Mouse won’t confuse a scroll with a swipe. It even knows when you’re just resting your hand on it.

It sounds nice, doesn’t it? And for some people, it may be a real bargain. But if it’s all the same, I’ll hang on to that $70 and apply it toward some other sort of iProduct that I’ll certainly want on another day.

As for Tuesday’s other announcements, the upgrades to the Macbook, iMacs and MacMinis seem to be winners - a real bargain for us Mac types who already have skewed perceptions of computing value.

As a side note, I would also like to thank Apple for just releasing the news and not summoning the press to a big event for these announcements. These announcements certainly didn’t warrant that sort of splash.

Comments

[disposablei...:]

My current Apple mouse has lasted me around 3-4 years so far (and it's still going strong).

I use my mouse 8-10 hours every day.

If Apple can offer a wireless mouse that's comfortable, provides 360º scrolling (page up/down and left/right) without the little trackball gumming up, I'll pay $70 for it.

But remember most people aren't shelling out $70, they'll get one with their new Mac.

Oct 20 04:30 PM

[NDinMSP:]

If you can afford a Mac, you can afford a $70 mouse. This mouse uses the same gestures as the iPod Touch and iPhone, making the daily transition between mobile and home computing more natural. I think it's a great idea. Mine is on the way.

Oct 20 04:42 PM

[JamesD:]

I thought is was silly to pay extra money for a wireless keyboard and mouse ("it's just a couple of wires!"). Then I got them, and now I insist on wireless.

It seems to me that the interaction with the mouse would be a major part of the "computing experience" that you're willing to pay so much for. I'd be interested to see if you change your mind, if you get a chance to use one of these devices for a few days.

Oct 20 04:47 PM

[mrxg4:]

And here I was thinking this article's title referred to Apple stock...

Oct 20 05:01 PM

[RK:]

I have tried many mice: logictech, microsoft, apple, many other no name brands. I have never really liked any of them. Too heavy, too slow, too big, too curvy, too difficult to click. My point is that a mouse is a very personal thing. For people who work a lot of with a mouse (like me), a good mouse will be worth $70. Conversely, a $1 mouse that gives you carpal tunnel would be way too expensive. I am going to order one.

Oct 20 05:22 PM

[John Aislabie:]

Christmas is coming.
A mac friend needs a present.
$70 is below the SAL (spousal approval limit)

Result: Apple will sell shed loads to people who have not even touched one.

Oct 20 11:38 PM

[GetMeOnTop:]

Wow, maybe they aughta up your salary a buck and a quarter a week, and you too can afford one!!

Oct 21 08:56 AM

[Uncle Miltie:]

Out of all the new items released yesterday, the Magic Mouse is the one that immediately set off my "I MUST HAVE" impulse. To get rid of the stupid scroll wheels and the mighty mous...err... apple mouse "ball" that always seem to get clogged with dirt to the point of non-usability, I'll gladly make this upgrade. To get multi-touch gestures with it as well? BONUS.

Call me a sucker all you want. I want a Magic Mouse.

Oct 21 09:32 AM

[mollytjm:]

for those of us who already have carpel tunnel, this sounds a lot cheaper than spending a lot of $$ on various wrist and hand braces that don't actually work that great.
I never used a regular mouse...i always bought trackballs because they were so fast and i didn't have to chase one all over my desk. Now i use it mostly for gaming, since i have a MacBook. But i use my iPhone more and more...for games and books...and a mouse with multiple touch capacity and easy on the hand and wrist would be worth $69!
Apple will sell millions of them this holiday season... as well as tons of other stuff. This is a great stock! Apple is one tech company that will still be around and still innovating in 2020.

Oct 21 11:05 AM

[jmmx:]

Re: Magic Mouse:

Looks truly amazing, BUT - my how Apple can totally INFURIATE me!

How many times they come out with a new product that is really amazing - only to put frustrating limitations on it. Specifically - there must be at least 30 reasonably possible gestures on this device. Why not provide the user access to all this potential functionality?

The most glaring example is the lack of the side-button functionality. On the Mighty Mouse clicking the side buttons takes you to the Application of your choice. This is a common function on various mice. So why not on this new “revolutionary” device? (Thy do not have to be real buttons.)

For me, with 6 different Spaces set up, this gives me easy instant switch to my email (or sometimes MS Word).

It is not only this, there are a whole slew of gestures that could have been available to users for customization, but are not. So once again, Apple has come up with a great new device - but only gone 80%. Disappointing!

(Of course I still would really like to get one.)

Oct 21 11:15 AM

[jack dee:]

My understanding is you might try using a trackball, some of the time, and perhaps this magic mouse too.

Variation being key


On Oct 21 11:05 AM mollytjm wrote:

> for those of us who already have carpel tunnel, this sounds a lot
> cheaper than spending a lot of $$ on various wrist and hand braces
> that don't actually work that great.
> I never used a regular mouse...i always bought trackballs because
> they were so fast and i didn't have to chase one all over my desk.
> Now i use it mostly for gaming, since i have a MacBook. But i use
> my iPhone more and more...for games and books...and a mouse with
> multiple touch capacity and easy on the hand and wrist would be worth
> $69!
> Apple will sell millions of them this holiday season... as well as
> tons of other stuff. This is a great stock! Apple is one tech company
> that will still be around and still innovating in 2020.

Oct 21 01:23 PM

[jack dee:]

$70 for a mouse is a non story. period gamers have been payer $100 for years.

Oct 21 01:24 PM