To all iPhone customers:

I have received hundreds of emails from iPhone customers who are upset about Apple dropping the price of iPhone by $200 two months after it went on sale. After reading every one of these emails, I have some observations and conclusions.

First, I am sure that we are making the correct decision to lower the price of the 8GB iPhone from $599 to $399, and that now is the right time to do it. iPhone is a breakthrough product, and we have the chance to ‘go for it’ this holiday season. iPhone is so far ahead of the competition, and now it will be affordable by even more customers. It benefits both Apple and every iPhone user to get as many new customers as possible in the iPhone ‘tent’. We strongly believe the $399 price will help us do just that this holiday season.

Second, being in technology for 30+ years I can attest to the fact that the technology road is bumpy. There is always change and improvement, and there is always someone who bought a product before a particular cutoff date and misses the new price or the new operating system or the new whatever. This is life in the technology lane. If you always wait for the next price cut or to buy the new improved model, you’ll never buy any technology product because there is always something better and less expensive on the horizon. The good news is that if you buy products from companies that support them well, like Apple tries to do, you will receive years of useful and satisfying service from them even as newer models are introduced.

Third, even though we are making the right decision to lower the price of iPhone, and even though the technology road is bumpy, we need to do a better job taking care of our early iPhone customers as we aggressively go after new ones with a lower price. Our early customers trusted us, and we must live up to that trust with our actions in moments like these.

Therefore, we have decided to offer every iPhone customer who purchased an iPhone from either Apple or AT&T, and who is not receiving a rebate or any other consideration, a $100 store credit towards the purchase of any product at an Apple Retail Store or the Apple Online Store. Details are still being worked out and will be posted on Apple’s website next week. Stay tuned.

We want to do the right thing for our valued iPhone customers. We apologize for disappointing some of you, and we are doing our best to live up to your high expectations of Apple.

Steve Jobs
Apple CEO

Published by cypheroftyr

Tanya DePass is the founder and Director of I Need Diverse Games, a not-for-profit organization based in Chicago, which is dedicated to better diversification of all aspects of gaming. I Need Diverse Games serves the community by supporting marginalized developers, attendance at the Game Developer Conference by participating in the GDC Scholarship program, helps assist attendance at other industry events, and is seeking partnership with organizations and initiatives. Tanya is a lifelong Chicagoan who loves everything about gaming, #INeedDiverseGames spawn point, and wants to make the industry better and more inclusive for everyone. She’s part of the Rivals of Waterdeep actual play stream on twitch.tv/rivalsofwaterdeep, a partnered Twitch variety broadcaster; and often speaks on issues of diversity, feminism, race, intersectionality & other topics online, at conventions and as a public speaker.. She’s also contributed to publications at Green Ronin, Paizo and Monte Cook Games and is the co-developer for the Fifth Season RPG based on N.K. Jemisin’s three time Hugo award winning Broken Earth trilogy. She’s the creator and Creative Director of Into the Mother Lands, a Twitch supported RPG and Actual Play stream, airing weekly on her channel, twitch.tv/cypheroftyr. Additionally, she is a Senior Annenberg labs Civic Media Fellow at USC. She’s also the creator and Creative Director of Into the Mother Lands, a new sci fi afro-futurist RPG developed with a team of all POC and Black creators; live streamed on her twitch channel, /cypheroftyr. She’s named as one of The Game Awards Future Class 2020, a diverse group of builders, thinkers and dreamers whose voices elevate and diversify our artform. It recognizes individuals around the world who represent the bright, bold and inclusive future for video games. She was also named as one of Gamers of the Year 2020 by Kotaku along with three of her contemporaries. She was also invited to the Xbox MVP program in February 2021. Her work to make the industry more inclusive has been highlighted in Game Changer, Directed by Tina Charles, WNBA star & olympian as well as filmmaker. The short documentary premiered at Tribeca 2021, as part of the Queen Collective; an initiative started by Queen Latifah, supported by Proctor & Gamble in an effort to get more Black women into film making. Game Changer was also featured as part of BETHer’s 2021 Juneteenth Programming on 19 June 2021. Tanya is the programming & diversity coordinator for OrcaCon and GaymerX. She also serves on the Board of Directors for OrcaCon and was named the Chair for Take This in January 2023. She often speaks on issues of diversity, feminism, race, intersectionality & other topics at conventions. Her writing about games and games critique appears in Uncanny Magazine, Polygon, Wiscon Chronicles, Vice Gaming, Paste Games, Mic, and other publications. She’s the editor of Game Devs and Others: Tales from the Margins (2018, CRC Press) and contributed to The Advanced Game Narrative Toolbox. (2019, CRC Press) Writer Bio for pubs: Tanya is the Founder and Director of I Need Diverse Games, a not-for-profit organization based in Chicago. She’s part of Rivals of Waterdeep, an actual play D&D show on twitch.tv/rivalsofwaterdeep; the programming coordinator for OrcaCon & GaymerX; and often speaks on issues of diversity, feminism, race, intersectionality & other topics at conventions. She’s on the Board of Take This as well as a Stream Ambassador, and was part of the inaugural cohort of The Game Awards Future Class. Her work to make the industry more inclusive has been highlighted in Game Changer, Directed by Tina Charles, WNBA star & olympian as well as filmmaker. The short documentary premiered at Tribeca 2021, as part of the Queen Collective; an initiative started by Queen Latifah, supported by Proctor & Gamble in an effort to get more Black women into film making. Game Changer was also featured as part of BETHer’s 2021 Juneteenth Programming on 19 June 2021.