Apple’s pricing magic

The universe has certain immutable laws. When you finally get around to washing your car, there’s a rainstorm and all the local pigeons take shelter in the tree nearest your vehicle. That’s a law.

Whenever you buy a new computer, a much better one will be announced almost immediately. That’s another law.

My father’s long-suffering Mac mini finally gave up the ghost recently, and required replacement mere days before Apple updated the iMac range. He bought his new iMac on the Sunday, and new models were announced on the Tuesday. (Incidentally, my father has absolutely no need to know that his brand-spanking-new iMac is not the latest model. If anyone reading this happens to know him, please keep the information to yourself or I’ll never hear the end of it.)

Aside from the iMacs, Apple announced an updated range of input devices: the Magic Mouse 2, Magic Trackpad 2 and Magic Keyboard. Exactly what makes them ‘magic’ is open to speculation. Perhaps they can defy the immutable laws of the universe?

These devices feature rechargeable lithium-ion batteries, which you recharge by plugging them in to your Mac using a USB-to-Lightning cable. You could argue that you could simply leave your keyboard and mouse or trackpad plugged in via a cable and thus obviate the need for a battery of any kind.

Hey, you know, you have a point there. 

Of course, a wired keyboard is hardly ‘magic’, is it? But Apple had a wireless keyboard before, which it called the Apple Wireless Keyboard. So one can surmise that Apple’s marketing folks do not believe that Bluetooth is some form of sorcery. Maybe it’s the rechargeable battery that’s magic?

(Side note: Apple’s press release stresses that the rechargeable Li-ion battery “eliminates the need for disposable batteries”. I use Apple’s own rechargeable AA batteries in my various wireless accessories, and recharge them using an Apple charger. These new accessories will eliminate the usefulness of my charger, and require me to plug my wireless accessories into a USB port to charge. I’m sure that must be a good idea, but I just can’t see how.)

I had bought a Magic Trackpad as soon as they came out, and just love it. Having seen the ‘Force Touch’ gestures available on recent MacBooks, I’ve been expecting an updated Magic Trackpad that supports them, so my wallet was at the ready.

But hang on a tick. It costs $199. For a trackpad. The original Magic Trackpad cost $99 at launch. Magic Trackpad 2 costs more than twice as much. Sure, the Aussie dollar isn’t what it was, but doubling the price? (That creaking sound was my wallet closing.)

Then I got to thinking. As I’ve already established, the battery in the new trackpad is no more rechargeable than the batteries in my existing one. What’s more, it’s rather less wireless than my current trackpad, thanks to its odd dependence on being plugged in periodically. The Force Touch gestures look cool, but they’re available on the current MacBook line, which has a plain old, ordinary ‘trackpad’. 

It occurs to me that the only possible way this new trackpad could justify costing twice as much as the device it replaces is that it actually is magic. Bear with me here, because this could be good. Imagine being able to retrieve lost files with a simple ‘accio’ spell, or unlock websites whose arcane passwords you’ve forgotten using ‘alohomora’. Mac infected with malware? No problem – ‘expecto patronum’ will drive it away!

Of course, there is a danger of getting involved in arguments on social media, letting your emotions run away with you, and breaking out a ‘crucio’ or even ‘avada kedavra’. One assumes that Apple would build in suitable safeguards – if such a spell is used, the Magic Trackpad 2 automatically invokes ‘expelliarmus’ to disarm you.

That would make the Magic Trackpad 2 worth buying at twice the price. Which is handy, because it is. 

Matthew JC Powell is a technology commentator, philosopher and father of two, in no particular order.