Apple will charge consumers $ 999 just for the stand for its new computer monitor – as much as a new iPhone XS.
Reports from the company’s Worldwide Developer Conference (WWDC) on Monday suggested the audience could be heard murmuring – with a handful of boos – when the pricey stand was announced.
It was a small mention during a show that confirmed Apple was ditching iTunes in favour of three separate apps for music, podcasts and films and shows.
Costs for the Mac Pro itself start at $ 5,999 while the specialised monitors themselves begin at $ 4,999 – with a mount adapter costing $ 199 – running to a total of $ 12,196.
This would be £9,633 in a normal currency conversion, but Apple is known to usually charge the same in sterling as it does in dollars.
According to Apple, the Pro Stand is worth the cost because it “has an intricately engineered arm that perfectly counterbalances the display so it feels virtually weightless, allowing users to easily place it into position”.
The stand is height and tilt adjustable, and also lets the $ 4,999 monitor rotate into portrait mode.
Apple isn’t the only company looking to cater to computer users with portrait monitors, following Samsung’s announcement of a vertical television back in April.
Samsung’s Sero was set to retail in Korea for 18.9 million won or £1,200.