A new report is citing unnamed sources claims that Apple’s executive team is mulling over the possibility of charging an eye-watering $400 for the firm’s as yet unannounced but much talked about smartwatch.

While the assumption that Apple is indeed going to bring a watch to market is a relatively safe one at this point, when it will launch and how much it will cost is still up in the air. Apple is set to hold an event on September 9th that is expected to see the unveiling of the iPhone 6, and with new talk suggesting that the iWatch will be announced but not released at the event, all bets are off. When it does launch though, we may have to dig deep in order to buy one.

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According to the publication Re/code, Apple’s execs have been discussing a $400 price point for its wearable, though it is believed that a range of different price points will be used. Whether that means the watch will be available in different configurations or simply that Apple will launch multiple watches remains to be seen, though if the rumors are true we may not need to wait too long in order to find out.

If Apple does launch at $400, it will be going up against competition that is considerably cheaper, suggesting that it will indeed have to market multiple SKUs in order to compete. Offerings from the likes of Samsung, LG and Motorola currently retail for around half the price that Apple’s execs have been discussing, though it is true that the Apple of the past has never had too much concern about matching competition on price so long as it believes its device is superior.

Only time will tell what Apple has on its mind at the very moment, and there’s no way we can confirm this report ourselves. So the best course of action to take on the matter is to sit back, relax, mark our calendars, drink a cup of coffee and speculate on the whole matter!

Can Apple really be so confident in a market that doesn’t truly have its own identity yet though?

That being said, it managed it with the tablet and smartphone markets, didn’t it?

(Source: Re/code)

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