Apple eats humble pie

You know what it’s like. You buy an expensive bit of kit, and two weeks later it’s in the sale for half the price. Tough luck – unless you’re an Apple customer, that is.

Last Updated: 31 Aug 2010

CEO Steve Jobs has apologised to the poor souls who shelled out an eye-watering $599 for his company’s new phone – only to see the price slashed to $399 yesterday as Apple looks to cash in before Christmas. Jobs said Apple would hand out $100 credits to those customers not eligible for a refund.

Unfortunately, there’s a catch – the credit will only be given to those who have bought the phone in the last month. For those that bought it during the six weeks before that, it’s hard cheese.

Apple, never one to miss a trick when it comes to marketing, said it was responding to customer feedback – although not everyone has been griping. One customer, an LA-based addiction therapist, was reported as saying: ‘If they told me at the outset the iPhone would be $200 cheaper the next day, I would have thought about it for a second - and still bought it.’ Admirable – though we wouldn’t hold out too much hope for his patients.

Meanwhile Apple’s rivals are determined to rain on its parade. Microsoft chose yesterday to announce a price cut on its Zune MP3 player, while Hewlett-Packard decided to launch two new smartphones aimed at business users – which of course had nothing to do with yesterday’s release of Apple’s latest player, the iPod touch.

With Google also rumoured to be contemplating a move into the phone market, you might want to hang on to your greenbacks for a while yet – it’s unlikely Jobs will give you a refund because one of his competitors’ products turns out to be better.

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