• Home
  • News
  • Fortune 500
  • Tech
  • Finance
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Apple’s special event: The cards that were not played

By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
September 10, 2013, 5:37 PM ET

FORTUNE — “Not a ‘no,’ but rather a ‘not yet.'”

That’s how the Yankee Group’s Carl Howe described the fact that there was no mention Tuesday of what would have been the biggest deal in Apple’s (AAPL) big iPhone press event: An agreement with China Mobile (CHL), the world’s largest mobile phone carrier (and Apple’s biggest holdout), to carry the new devices.

Although Apple swears there’s nothing to it, both Howe and Piper Jaffray’s Gene Munster, who had been separately briefed by Apple executives, seemed convinced that the deal has indeed been cut, and that it would be announced when Apple holds its previously scheduled iPhone press event in Beijing on Wednesday at 10 a.m. local time.

For the record, the company’s line is that the Beijing event — like the one Tokyo — is a straightforward rebroadcast of the show Apple put on in Cupertino, with nothing added.

We’ll find out soon enough if who is right. If I’m reading my world clock correctly, 10 a.m. Wednesday in Beijing is 10 p.m. Tuesday in New York.

We may learn then what kind of subsidy — if any — the Chinese carriers plan to offer with the new iPhones. “It’s the iPhone C for ‘China,’ not ‘cheap,’ says the Yankee Group’s Howe. And indeed the $549 unsubsidized price is considerably higher than what most analysts (and 9 out 10 of Apple 2.0 readers) expected.

“These are clearly premium products selling at premium prices — unapologetically so — even in developing markets,” say Howe.

Munster, who had based his profit margin calculations on the assumption that the unsubsidized price would be $300, not $549, will be revising his spreadsheets overnight.

“The fact is, Apple doesn’t know what demand for the iPhone 5C will be in developing markets,” he says. Rather than give away more margin than necessary, he speculates, the company decided to start high and make adjustments later.

It’s always easier to lower a price you’ve set too high than to raise one you’ve set it too low.

Passbook.
Touch ID

The other big hole in Apple’s press event had to do with the fingerprint scanning technology — which Apple calls Touch ID — that comes standard in the iPhone 5S.

Many observers expected fingerprint scanning to be used not just as a secure way to turn the iPhone, but also as an easy, secure way to shop without cash or a credit card.

So there was some disappointment Tuesday when the only kind of shopping mentioned at the event was buying stuff from Apple’s iTunes store.

But Munster, who got a better briefing than the rest of us, came away convinced that Touch ID enabled shopping will be coming to the iPhone’s Passbook app (i.e., with Target, Ticketmaster, Starbucks, Walgreens, etc.) within a year — perhaps with the release of iOS 8.

About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon

Latest in

CryptoBinance
Binance has been proudly nomadic for years. A new announcement suggests it’s finally chosen a headquarters
By Ben WeissDecember 7, 2025
4 hours ago
Big TechStreaming
Trump warns Netflix-Warner deal may pose antitrust ‘problem’
By Hadriana Lowenkron, Se Young Lee and BloombergDecember 7, 2025
7 hours ago
Big TechOpenAI
OpenAI goes from stock market savior to burden as AI risks mount
By Ryan Vlastelica and BloombergDecember 7, 2025
8 hours ago
InvestingStock
What bubble? Asset managers in risk-on mode stick with stocks
By Julien Ponthus, Natalia Kniazhevich, Abhishek Vishnoi and BloombergDecember 7, 2025
8 hours ago
EconomyTariffs and trade
Macron warns EU may hit China with tariffs over trade surplus
By James Regan and BloombergDecember 7, 2025
8 hours ago
EconomyTariffs and trade
U.S. trade chief says China has complied with terms of trade deals
By Hadriana Lowenkron and BloombergDecember 7, 2025
8 hours ago

Most Popular

placeholder alt text
Real Estate
The 'Great Housing Reset' is coming: Income growth will outpace home-price growth in 2026, Redfin forecasts
By Nino PaoliDecember 6, 2025
2 days ago
placeholder alt text
AI
Nvidia CEO says data centers take about 3 years to construct in the U.S., while in China 'they can build a hospital in a weekend'
By Nino PaoliDecember 6, 2025
2 days ago
placeholder alt text
Economy
The most likely solution to the U.S. debt crisis is severe austerity triggered by a fiscal calamity, former White House economic adviser says
By Jason MaDecember 6, 2025
1 day ago
placeholder alt text
Economy
JPMorgan CEO Jamie Dimon says Europe has a 'real problem’
By Katherine Chiglinsky and BloombergDecember 6, 2025
1 day ago
placeholder alt text
Big Tech
Mark Zuckerberg rebranded Facebook for the metaverse. Four years and $70 billion in losses later, he’s moving on
By Eva RoytburgDecember 5, 2025
3 days ago
placeholder alt text
Politics
Supreme Court to reconsider a 90-year-old unanimous ruling that limits presidential power on removing heads of independent agencies
By Mark Sherman and The Associated PressDecember 7, 2025
16 hours ago
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Leadership
  • Success
  • Tech
  • Asia
  • Europe
  • Environment
  • Fortune Crypto
  • Health
  • Retail
  • Lifestyle
  • Politics
  • Newsletters
  • Magazine
  • Features
  • Commentary
  • Mpw
  • CEO Initiative
  • Conferences
  • Personal Finance
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map

© 2025 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.