So here's the deal: I am absolutely fed up to the back teeth of the phone market. It seems to me the biggest rip-off scandal in history. Today I am targeting Apple. Case in point:
On O2, an iPhone 4S on 300 minutes, unlimited texts and 500MB of data will run you an up-front cost of £270, and a monthly bill of £32. Shockingly expensive. Even moreso is the fact that you are tied into a 24 month contract with the company and there is no warranty on the handset for accidental breakage or theft.
Best case scenario, you pay a whopping £1038 for your iPhone 4S and it lasts you 5 years. But surely not? Simply showing you're willing to pay £1038 for a new damn phone shows you'll be paying for a new one most likely just after that 24 month contract runs out. That's if you don't succumb to the seductive allure of another phone before then, or accidentally drop and break its flimsy glass body. Everything so far suggests you would either have to have money bulging out of your pockets that desperately needs to be removed for your own comfort, or a head that resembles a large ping pong ball. Completely empty, and yes, suitable for playing ping pong with.
This is a ping pong ball just in case you weren't aware |
Now, I would be one of the first people to say that modern smartphones are technical wonders - the iPhone especially is a triumph in user-centred design, culminating in slick interfaces that just feel like sex to use and spotless, minimalist design that communicates clearly with you - but that doesn't stop me from thinking that the purchasing choice involved is like paying a million pounds for a house made out of giant dominoes, stacked on a hill precariously in a country where strong winds and lashing rain are about as common as dirt (i.e. Scotland). Yes, your beautiful Scottish home is innovative, people will ooh and ah at its dazzling looks, and some may wish they lived in it too. But when it collapses on your head soon after, you might be slightly less happy, and your friends won't be impressed either. Unless you know any giants that love to play dominoes.
I guess the difference in this scenario is that buying a fat, old Nokia brick is akin to living in a cardboard box now your home has been devastated. But what if I told you something truly amazing. What if you could separate the functional, phone part of your iPhone, and the smart, fun part? Imagine how different such a world would be...
Except for some reason, this world exists and people are STILL buying iPhones. An iPod Touch 4 (the 32GB model, same as the iPhone I used as an example earlier), will run you roughly £210 according to Amazon. Probably still no bargain considering that given the amount of units sold, it's likely going to cost Apple much less per unit (as far as economies of scale are concerned, Apple should be able to UNDERCUT competitors rather than overprice or match them, as their profit margins confirm). Couple that with a Nokia brick or similar lo-fi phone that'll cost you £30 or less, and a GiffGaff sim-only contract of £10 per month (250 minutes, unlimited texts, unlimited data), and over the same 2 year period it will come to the cost of £480. That still sounds like quite a lot, but considering that all you're sacrificing is the cool factor, unity of having everything in one device and 3G on your iDevice for that £558 drop in price is insane. Not to mention that replacing your iDevice over the years will cost less (after all, for many it is a recurring cost, I bought an iPod Touch 2G and promptly replaced it with a 4G when it was nearly unusable 2 years later, that means that it cost much less both times), your lo-fi phone is bound to have a much greater battery life and be more reliable, and GiffGaff's hybrid PayAsYouGo/Contract will never take more out of your account than you specify and can be stopped at the drop of a hat. This is something no other phone network can boast, as any other SIM-only contract can have you accidentally spend money over your contract's T&C's and will need 30 days notice to cancel.
Best phone company EVAR |
a) The technology market is moving at the speed of light and is increasingly complex and confusing
b) People either do not have the time or the want to investigate different options open to them
This means that the idea of investing in a piece of technology for the long-term is dangerous, because it might be worth nothing in a couple of years. In the case of Apple, its warm, reassuring voice-overs, simple business style and consumer-centred plans mean that people are defaulting to handing their wallets over so Apple can just handle it all for them. It's like stealing candy from a horde of babies (slight adjustment to the traditional phrasing there).