September Apple Watch, iPhone 6 event cost Apple more than $1M - report
Apple accrued more than $1 million in fees for construction, rental, and security related to the Sept. 9 event at which it unveiled the iPhone 6, iPhone 6 Plus, and Apple Watch, according to paperwork revealed on Wednesday.
The costs included a $500,000 "disruption fee" for De Anza Community College, approximately $147,000 for building and parking lot rentals, as well as between $400,000 and $450,000 in construction costs related to the temporary structure in which the Apple Watch was shown off following its introduction. The documents were first uncovered by the Wall Street Journal.
It is unclear whether the $400,000 to $450,000 fee attributed to the formerly mysterious white structure includes its construction cost. The documents suggest that the fee went at least partly toward rehabilitating the sunken garden on which the building sat.
For security, Apple employed nearly 100 members of the Foothill De Anza police, the Santa Clara County Sheriff's office, and the Mountain View police over three weeks at a total cost of just under $43,000.
"De Anza College has had a longtime association with Apple, going back to founders Steve Jobs and Steve Wozniak attending classes here, not to mention that we're neighbors in Cupertino," a spokesperson for De Anza College told the publication. "We're pleased we could provide such a historically meaningful venue to Apple and appreciate that our students will benefit from the event."
The costs included a $500,000 "disruption fee" for De Anza Community College, approximately $147,000 for building and parking lot rentals, as well as between $400,000 and $450,000 in construction costs related to the temporary structure in which the Apple Watch was shown off following its introduction. The documents were first uncovered by the Wall Street Journal.
It is unclear whether the $400,000 to $450,000 fee attributed to the formerly mysterious white structure includes its construction cost. The documents suggest that the fee went at least partly toward rehabilitating the sunken garden on which the building sat.
For security, Apple employed nearly 100 members of the Foothill De Anza police, the Santa Clara County Sheriff's office, and the Mountain View police over three weeks at a total cost of just under $43,000.
"De Anza College has had a longtime association with Apple, going back to founders Steve Jobs and Steve Wozniak attending classes here, not to mention that we're neighbors in Cupertino," a spokesperson for De Anza College told the publication. "We're pleased we could provide such a historically meaningful venue to Apple and appreciate that our students will benefit from the event."
Comments
You mean 'only about $1 million.' One million dollars is a drop in the bucket for the exposure and advertising Apple nets from each such event. Same goes for tomorrow's event, which will likely cost far less and yet will still deliver untold $millions in press and product advertising.
We gonna have a story on every single one of Apple's business expenses, so everyone can give their un-informed, ignorant opinions about the cost?
Apple will likely make more than $50B in revenue this quarter. Which comes out to...more than $50 Million a DAY. So yeah, I think they can afford $1M per event, 2-3x a yr. They make that amount again while having lunch.
Did you expect it to be done for free?
Apple makes half a billion in a day if you taker their estimated revenue this quarter to be 50 Billion.
You mean 'only about $1 million.' One million dollars is a drop in the bucket for the exposure and advertising Apple nets from each such event. Same goes for tomorrow's event, which will likely cost far less and yet will still deliver untold $millions in press and product advertising.
Over the course of 100M iPhone 6s and 10 Million AppleWatches... that works out to less than a penny per device.
Apple spends more on the wording of the fine print on the packaging in 75 languages.
Has anyone accounted the cost to apple for buying 26Million (Almost triple Diamond certification) copies of U2's album for us? (I figure that if they between 75 and 100 Million USD, if you factor in paying for the download bandwidth and all the accounting costs, the label and the artists).
$Million? meh.
And it took them mere minutes to get it back.
Still, USD 1 million seems like a lot to pay for a totally botched Chinese language stream.
So how much is a botched Chinese stream going for nowadays?
Um.... shouldn't the headline be "...more than $101M?"
No wonder AAPL is taking a hit today on THAT bombshell !
And that's about what Microsoft, Sony, and Nintendo pay for their E3 booths + keynote presentations, so BFD I guess?
Headline may as well read "Apple's Big Expensive Event was Big; Expensive," and then filed under "Duh."
Still, USD 1 million seems like a lot to pay for a totally botched Chinese language stream.
Troll posts shitty troll post, news at 11.
So? Beats cost $3 bil and GTAT cost a half bil. So what's the big deal about a mil?
Just another way for Apple to pay back to the community they live in. I rather see Apple do more at De Anza College verse going to SF to do their dog and pony showes. You know the College will put that money to good use verse the Convention center in SF.
Whatever it takes to get that watch to sell. You ain't seen nothing yet.
Amazing eh? The Apple Watch hasn't even sold a single UNIT. What an absolute failure.
But I like how you've laid down the foundation for claiming "its all cause of the marketing", when the Apple Watch is a huge success, contrary to all your filthy, unrelenting trolling and proclamations of doom.
Yes, Apple will market the Watch, a new product category, just like how they marketed the shit out of the iPhone when it was first released. Why the **** wouldn't they?
Well that camera crew had bad cables or something because who ever handled the channels to the regional websites did a bad job!
In Apple's defense, trade show AV staff are incredibly incompetent but they are union so what are you gonna' do? We recently put on a seminar at a trade show and the audio guy lost track of the wireless lapel microphones and broadcast an off stage remark asking to be excused to go to the restroom and then everyone could hear him urinating and flushing in Dolby 5.1 over the sound system.