zerohedge.com / by Tyler Durden / Oct 31, 2017 2:32 PM
Best Buy just got an Uber-sized lesson in surge pricing, and how not to do it.
Hoping to capitalize on the (reportedly) pent up interest in the iPhone X, Best Buy, which also sells all iPhone models via carrier installment plans that let customers pay for the devices over several months, decided to hike the full, upfront price by $100, with the retailer charging $1,099 and $1,249 for the two iPhone X configurations; Apple’s pricing is $999 and $1,149.
Danielle Schumann, a spokesperson for Best Buy, tried to explain the fact that the company is overcharging for the iPhone X in a statement to Bloomberg, which courtesy of The Verge is included below for its sheer ridiculousness.
“Our prices reflect the fact that no matter a customer’s desired plan or carrier, or whether a customer is on a business or personal plan, they are able to get a phone the way they want at Best Buy. Our customers have told us they want this flexibility and sometimes that has a cost.”
In other words, Best Buy was under the impression that its customers would like to pay more to buy phones from it, as opposed to the cheaper retail cost offered everywhere else the iPhone X is sold.
That impression was dead wrong.