Apple executives have discussed charging around $400 for the company’s new wearable device.

Pricing has yet to be finalized for the forthcoming product, which is expected to begin shipping next year. Sources say consumers should expect a range of prices for different models including lower-priced versions.

It is not immediately clear if the price will be settled in time for Apple’s Sept. 9 press conference when it is expected to introduce the new iPhones and announce a wearable device. Apple declined to comment.

The introduction of a wearable product would mark Apple’s first entry into a new device category since the 2010 introduction of the iPad. As with tablets, Apple aims to redefine an existing, albeit young, category currently populated by Jawbone and Fitbit, which make fitness bands, and other smartphone makers Samsung, LG, Motorola and Timex, which have waded into the burgeoning smartwatch business.

The prices under discussion would put Apple’s device at the high end of the category with Samsung’s Gear 2 Silver smart watch costing about $300 and Google-powered devices fetching around $200. Timex’s upcoming Ironman One GPS+ watch carries a $400 price tag and comes with its own 3G wireless connection.

Apple Chief Executive Tim Cook acknowledged the competition a year ago, when he spoke at the D: All Things Digital Conference. But he said he also felt wearables held promise.

“There are lots of gadgets in this space right now, but there’s nothing great out there,” Cook said last year. “But none of them are going to convince a kid that hasn’t worn glasses or a band to wear one … There are a lot of problems to solve in this space. … It’s ripe for exploration. I think there will be tons of companies playing in this space.”

Researcher IDC expects the wearable computing market will more than triple this year, compared with the prior year, as the devices grow more stylish and functional. It forecasts shipments will exceed 19 million units in 2014 — with the global market swelling to 111.9 million wearables in four years.

Traditionally secretive Apple has said little about an entry into the wearable space, though it has hinted at its application in health and fitness and home automation.

Apple unveiled HomeKit and HealthKit at its Worldwide Developers Conference in June. These features of the upcoming iOS 8 mobile operating system can be used to control connected devices in the home, such as electronic door locks, and for storing health and fitness information about an individual’s heart rate, calories burned and blood pressure.

The timing of the software announcement provides developers the opportunity to create products and applications that would be compatible with the next-generation Apple products.




9 comments
Novice
Novice

At least half of that price from Apple is pure profit.

juanm
juanm

"Apple executives have discussed charging around $400 for the company’s new wearable device.

Pricing has yet to be finalized for the forthcoming product, which is expected to begin shipping next year. Sources say consumers should expect a range of prices for different models including lower priced versions."


Of course they considered $400 and probably lots of other pricing for this unannounced unspecified unreleased product. You even note that "sources say consumers should expect a range of prices..." So what is the point of your article??? 


crookedtimber
crookedtimber

I love how people assume that Apple will ship an iWatch - it will most likely be something like the Fitbit or Jawbone Up24 but with additional features. Apple almost certainly won't ship a watch: watches change fashion, you'd need a whole line of them to have any hope of widespread adoption, etc. A bangle like a Jawbone can be designed to fit in with Apple's minimalistic design and there is no need to have a whole range of new designed every season.

Hartill
Hartill

Disheartening, if true. I am eagerly looking forward to getting the iPhone. I have also  waited to buy a smartwatch until Apple releases its wearable. If they sell something at $400, no matter how magical it might be, I'm buying a Pebble. I love Apple products and I am willing to pay more for the ones I need. But when it crosses the line from need and function to purely fashion, I'll shop elsewhere.

Apple needs to remember that it's not infallible. Though it's been a while, the company's hardware history includes plenty of stylish-but-unsold products.

An225
An225

Apple famously under promise and over delivers. My guess : they told Recode a ridiculously high price, so that people complain. They will actually announce their wearable at a jaw-breaking price of $249 (why not even lower?). Then people will wait in lines. It worked for the iPad. It should work for this product, too.

@mkhoury
@mkhoury

"Apple executives have discussed charging around $400 for the company’s new wearable device." Shouldn't you have to qualify that statement? Like, "a verified source that wishes to remain anonymous said." ???

Novice
Novice

Apple is attempting to extract every last cent from the young ones.

ElianGonzalez
ElianGonzalez

You should cancel your subscription immediately in protest.

Wdowell
Wdowell

@@mkhoury Like the fact that Jim D was in Cupertino the other day, this chap probably was. It's well known they do briefings like this to the usual clique of trusted journalists/bloggers. John and Dawn were probably there. 

Follow

Get every new post delivered to your Inbox.

Join 286,975 other followers