The new magic subscription price anchor

When Apple introduced the iPhone, it was a whopping 500 dollars.
It would become the price anchor for flagship smartphones.

Ten years later, when Apple introduced the iPhone X, it was a whopping 1000 dollars.
Again, it would become the price anchor for flagship smartphones.

Though we don’t like it, we are now used to our phones costing as much as a laptop.

And a similar thing is happening for SaaS subscriptions.
Spotify, Netflix, Figma, all are raising their prices.

Up from the magical 10 dollars, to 12, then 14, then 16. To now almost 20 euros.

Step by step, obscured by free trials, family packaged pricing and other clever tricks.