But the Mac Pro line is an exception it's a device made with a specific type of professional in mind, one who's in an industry in which a $6,000 reference monitor is thousands of dollars cheaper - and in some cases, tens of thousands of dollars cheaper - than the competition. Admittedly, Apple isn't known for creating a lot of niche products. This isn't a measure of Apple overcharging for something - it's a measure of Apple selling a niche product with a niche customer and their niche budget in mind, and then failing to stick the landing during the announcement. In other words, instead of presenting the screen's stand as an add-on, Apple should have presented it with the full-package price and an optional $1,000 discount for the professional video editors and developers watching who already owned a compatible stand. From the 999 stand to the 400 wheels, Apple is straight up trolling us (Error Code: 100013) > Tech > Tech Industry It's the circle of life: Each time Apple announces a new product. Sir Jonathan, designer of the iMac, iPod and iPhone. So what should have said was this is a $6,000 monitor, but if you want to buy it without the stand it's $1,000 off - $5,000.' The Mac Pro starts at a hefty 5999 and is best enjoyed with a new Pro Display XDR, that starts at 4999 and comes without a monitor stand. Sir Jony Ive, the Briton who over two decades helped turn Apple into the world's most valuable company, is leaving to set up his own venture. He continued: 'You and me, and most people watching WWDC, and most normal people just think of a monitor and a stand together. One hour, forty two minutes and five seconds into the keynote stream, he revealed that the Pro Display’s stand is a separate 999 purchase.

Apple 999 stand