Yes. Apple announced a $999 monitor stand. And I’m ok with it.

Critics may be losing sight of the bigger picture

The live audience and the internet let out a collective gasp when Apple revealed its $999 Pro Stand stand for the Pro Display XDR announced alongside the monstrously-specced commercial-grade cheese grater (see also: Mac Pro) at the Worldwide Developers Conference (WWDC) in June.

Setting aside the cost of the 6K display ($4999) and the base configuration Mac Pro itself ($5999), many are finding it difficult to wrap their heads around why Apple would feel justified asking anyone in their right mind to pay $999 for a stand.

Professional and amateur critics alike have declared Apple “out of its mind” and have accused them of “going too far” and being “out of touch.” Apple has long been criticized for seemingly pricing their products beyond what’s reasonable for the average consumer, yet they continue to hold their place as one of the world’s most valuable companies.