Enough With the "Sue Apple for Cutting Prices" Madness

Oct.17.07 | About: Apple Inc. (AAPL)

By Carl Howe

I'm finding it hard to believe my eyes, but when reading the comments over at Ars Technica about how Apple's (NASDAQ:AAPL) iTunes is offering more iTunes Plus DRM-free music for $0.99, one sub-meme that seems to keep popping up is that people should sue for refunds.

Excuse me? Do people sue Kellogg (NYSE:K) for refunds when Kellogs' Cocoa Krispies go on sale at Shaw's for $1.88 instead of their regular price of $3.99? That price cut is more than 50%, whereas Apple's reduction of $1.29 to $0.99 is only 25%. And people want to sue because they are going to pay less? Is this still America?

I, for one, welcome our new $0.99 DRM-free music masters. And there's clearly a marketing opportunity for Apple to institute a member-based price protection scheme for its customers similar to that provided by Amazon (NASDAQ:AMZN)or Target (NYSE:TGT). (By the way, those of you who like to take advantage of those price-protection policies should know about sites like PriceProtectr.com, which I discovered through DealMac.com.) But meanwhile, I think Apple customers should get used to Apple products decreasing in price. It's certainly happened with every Apple product I've owned, and I expect it to continue happening. And even with those "losses", they'll still have a lot more money in their pockets than hiring a lawyer.

Disclosure: Author owns Apple stock