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When it came time to announce the price of the new machine, Jobs did what he would often do in product demonstrations: reel off the features, describe them as being “worth thousands and thousands of dollars,” and get the audience to imagine how expensive it really should be. Then he announced what he hoped would seem like a low price: “We’re going to be charging higher education a single price of $6,500.

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Sounds impressive. And expensive."
"Not at all." Danziger shook his head firmly. "It will cost, all told, only a little over three million dollars, less than the cost of two hours of war, and a better buy.

There are three [Apple Watch] lineups that range in price from "just" $350 for an Apple Sport stripper model with low-end materials to an astonishing $17,000 for an 18 karat gold silly version. As I noted on Twitter, this isn't consumer electronics anymore. It's consumerism run amok.

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Un nuevo fenómeno de Silicon Valley llamado TechShop es un ejemplo más de esta tendencia. De la misma manera que los gimnasios utilizan un modelo de membresía para adquirir máquinas de ejercicios de elevado coste que pocas personas podrían permitirse tener en casa, TechShop colecciona maquinaria de fabricación de elevado coste y ofrece a sus subscriptores un acceso ilimitado a sus activos por una pequeña tarifa mensual (de 125 a 175 $, dependiendo de la localización). TechShop no es ni una novedad ni una idea sin importancia. El famoso dispositivo de pago Square, por ejemplo, nació como un prototipo en TechShop. El creador de Square no tuvo que adquirir ninguna maquinaria de precio elevado para construir su prototipo — simplemente se unió a TechShop y utilizó los activos a demanda — . Square ahora procesa más de 30.000 millones de dólares anualmente y su valor supera los 5.000 millones de dólares.

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