Perspective

One of the pleasures of my week of offline leisure is that I’m watching “The Price Is Right” every day. (Honest! It’s like I’m a sixth grader with the flu. Awesome.) And now that I’m old enough to pay attention to the products, I got a real wake-up call with the items “up for bids” this week.
Twice in the past three days the show has asked the four folks on Contestant Row to bid on “a pair of iPhones.” Out come two models, each carrying an iPhone, pressing the home button and not the touch-screen to demonstrate the functionality.
None of the contestants was particularly wowed by the iPhone. And none of them knew the price.
In the circles I, and probably you, inhabit, Apple is a topic of conversation, and the iPhone’s pricing structure has been a particularly hot topic. Go ahead, try it: what’s an iPhone cost right now? Right, $399, down from $499-599 at the time of introduction.
Easy, right? Then how come no one on TPIR knew it offhand? Two iPhones, $798, bingo bango, and a $100 bonus for getting the exact retail price. Obvious to me, to you, but not to middle-class, game-show-contestant America.
Which, of course, is why Apple is so excited: the market opportunity for mobile telecom devices is vast, and they’ve only just started.
Speaking of “The Price Is Right,” some other things have caught my eye. New host Drew Carey is still finding his comfort zone and comments on the crowd too much, although he does a great job poking fun at the awkward product-placement juxtapositions. (“Get this right and you’re off to Greece! …with a bunch of pens in your pocket.”) Also, the show reuses prizes frequently–I’ve seen the iPhones, a Corvette, and a candy-apple-red washer/dryer twice each–but the games have yet to repeat. The populist bent and combination of things you know and things you don’t makes it fun to watch at any age. Although the yodeling mountain climber game might not amuse me as much as it did in ’85.