Yeah, those are pretty crazy. However, that whole product line is clearly not intended for normal consumers. It’s for video editing, where most products are insanely expensive and that $1000 monitor stand is lost in the noise of all the other production costs.
When Apple releases a new product and it’s not understood why people would buy it, I’m always reminded of this quote from former Palm CEO Ed Colligan when the iPhone was launched:
“We’ve learned and struggled for a few years here figuring out how to make a decent phone,” he said. “PC guys are not going to just figure this out. They’re not going to just walk in.”
Since then I’ve not wanted to bet against Apple.
The reason people will buy these is because they are part of the Apple ecosystem. I have no knowledge of this, but I’m sure their out of the box pairing experience will be much like other Apple products. Hold your phone near it and it just connects. Far more seamless than most Bluetooth pairing.
Any audio controls are built into your phone.
And typically Apple has hardware and software designed to work together. They’ve done this with the iPhone camera to completely disrupt the digital camera industry.
It’s the ecosystem plus the benefits of hardware / software integration.
https://planetscale.com/blog/postgres-18-is-now-available