Apple’s new Thunderbolt 3 cable costs a mere $129

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Apple’s new Thunderbolt 3 cable costs a mere $ 129

Is the Apple Thunderbolt 3 cable the best on the market? Or just the most expensive?
Is the Apple Thunderbolt 3 cable the best on the market? Or just the most expensive?
Photo: Apple

The Apple Thunderbolt 3 Pro Cable comes at a price that should make even the most devoted Mac fan blink. At $ 129, it’s at least $ 50 more than comparable cables.

Not everything Apple sells is extraordinarily expensive. But it’s undeniable that the company occasionally adds on the “Apple Tax.”

$ 129 for an Apple Thunderbolt 3 cable? And it’s not even leather?

The Apple Thunderbolt 3 Pro Cable is an advanced piece of kit. It can handle data at up to 40Gbps, and transfer power at up to 100W. And the cable includes a braided covering to reduce tangling.

Don’t try to compare it to one you bought for $ 9.95 at a truck stop. Cheap cables offer less than 0.5Gbps and 15W.

But the cost of Apple’s cable is nonetheless far higher than ones with a similar feature set. The Apple Store itself offers a Belkin Thunderbolt 3 cable for $ 79.95.

And the price can go much lower. A certified Plugable Thunderbolt 3 cable, which also offers 40Gbps and 100W, is $ 25.95 on Amazon.

Why people pay the Apple Tax

Plenty of people will refuse to pay $ 129 for an Apple-brand cable when they can get one made by another company for half that.

But there are people who will put down the full amount. Because, along with a cable, Apple sells confidence. People believe that buying a genuine Apple product means they’re buying the best one available. They’re sure that if this $ 129 cable runs between their $ 5,999 Mac Pro and their $ 4,999 Pro Display XDR, there won‘t be any problems.

There are plenty of Apple products where people can get that same confidence without paying an arm and a leg. The basic iPad costs just $ 329, for example. Or the iPhone SE starts at only $ 399.

But as long as there are some premium-price Apple products, people will continue to speak of the Apple Tax.

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, Cult of Mac reports

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