“People spend more and more as the products are perceived to be better and better,” says Michael Gartenberg, research director at technology consulting firm Gartner. That was up from $6.6 billion a year earlier, and amazingly still qualified as a ‘miss,’ which demonstrates just how high expectations are for the company. I’m definitely an addict.”Ĭustomers like Torres are fueling Apple’s eye-popping earnings, which were $8.2 billion for the fiscal fourth quarter. “We’ve sent them a lot of money over the years. “We easily spent over $5,000 last year on Apple products,” says Torres, who runs the blog. With two daughters, age 3 and 9, Torres’ purchases are likely to ramp up even more in years to come. Reno mom Jessica Torres is very familiar with those modern-day “appliances.” In 2011 alone Torres’ family splurged on a new iPhone, an iPad, an iMac, a MacBook, an iPod Touch (and bought her husband’s mom an iPad for good measure). It’s one of the few companies to understand that technology is no longer technology. “I credit Apple with foresight to recognize what the connectivity process means to people. “I have an image of the 9-year-old clutching his first phone like a teddy bear when he goes to sleep at night,” he says. “For so many children, the acquisition of an iPad, iPhone or iTouch has replaced the first bicycle or the first driver’s license,” says Paco Underhill, founder of consulting firm Envirosell and author of several books on consumer behavior including “Why We Buy: The Science of Shopping.” They are dipping willingly into their own pockets, because they’re essentially slaves to the devices. Remember, this is not something that consumers are being forced to pay.

That means a sizable chunk of that is getting diverted to Apple headquarters in Cupertino. household income was $50,054 in 2011, according to the Census Bureau. The analogy of an Apple tax might sound facetious, but think about it. About one-quarter of those polled say they’ll cut back on other holiday purchases this year to afford these pricey gadgets. A Reuters-Ipsos poll finds that one-third of consumers are thinking about buying a tablet computer - and most of them want an iPad or an iPad mini. If Apple rolls out its own HDTV, as expected, Huberty sees annual Apple spending by households doubling, to $888 by 2015.Īpple products are a must-have this holiday season. Back in 2007, it was only $150.Īnd we might only be seeing the beginning. That figure has been rising smartly every year. households spent on Apple products was $444, according to Morgan Stanley analyst Katy Huberty. Martorana is hardly alone in forking over so much money to the tech juggernaut. I’d say we spent at least $5,000 on all that stuff, including $700 in the past year alone. “Oh my God, do I have to total it all up?” asks Martorana, 40. Between himself, husband Ron, and stepson Evan, they own three MacBooks, two iPhones, two iPads, and two iPods. A human-resources specialist for the airline WestJet, Martorana’s Vancouver household consists of three people and no less than nine Apple products. For a family with multiple children, each with their own technological needs, the total annual bill can get downright ugly - like going over a familial “fiscal cliff.” Then there are the replacement costs for lost or broken equipment. And they are spending hundreds - if not thousands of dollars - more each year for the unexpected Apple “taxes” - add-ons that lock them into the Apple system: iTunes downloads for music, movies and games, along with subscriptions and accessories. REUTERS/Robert Galbraithīut when it comes to immediate impact on their wallets, maybe they should be thinking about something else entirely: The Apple tax.Īmericans are shelling out big bucks annually to outfit the entire household with Apple products.

A customer is helped by an Apple employee while looking over the iPad mini after the device went on sale at Apple's retail store in Palo Alto, California November 2, 2012.

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