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At last week\\u2019s Worldwide Developer\\u2019s Conference, Apple dropped the jaws of those in attendance and throughout the tech world by announcing the availability of the Mac Pro Stand \\u2026 starting at $999.

Yes, you heard that right and yes, it\\u2019s a piece of metal that holds a monitor in place. And it costs $1,000. Just to be clear, it is not included in the price of the $5,000 Pro Display XDR monitor for which it\\u2019s designed.\\xa0

The monitor is a high-end option primarily targeting professional photographers, videographers and filmmakers. The stand features a magnetic attachment and one-piece aluminum construction with Apple's matte silver finish. The company also describes the stand\\u2019s movement as \\u201cweightless counterbalancing adjustments\\u201d in moving the monitor up, down, side-to-side or in transitioning between landscape and portrait orientations.\\xa0

But neither the features, functions or aesthetics of the stand are what\\u2019s garnering the most attention. Nor is the fact that the monitor it holds is being made available for significantly less that comparable options. Rather, a loud majority point to the stand as Apple again jacking up prices on important components that are essentially commodity items.\\xa0

However, some have come to Apple\\u2019s defense. They point out that instead of simply adding $1000 to the cost of the monitor, customers can save that money if they already have a comparable stand. Others have pointed out that this group of professionals will understand the value of a premium product, which is how Apple is looking to position itself.\\xa0

Then again, maybe it\\u2019s just corporate hubris. This is the company that brought computers to the mainstream, revolutionized media consumption, and reshaped communication of all types via the smartphone.\\xa0

Jonathan Ive, Apple\\u2019s Chief Design Officer, is also known to have an unparalleled amount of autonomy. Prior to his passing, Steve Jobs himself stipulated that no one within Apple's management structure would interfere with Ive\\u2019s designs or plans. In other words, if Mr. Ive wants to roll out a $1000 stand, that\\u2019s what will happen.

In the end, the market will decide on the prospects of the company\\u2019s $1000 monitor stand. Historically speaking, Apple tends to be a crowd pleaser.

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