Shortly after the announcement, the stand came under criticism for being sold as a separate product, and at what was perceived to be an excessive cost for its function—retailing at $999.[14] Gizmodo noted, "the price for Apple’s Pro Stand is so high, the crowd at WWDC 2019 let out an audible gasp when its pricing was announced, and that was in a room filled with reporters, Apple employees, Apple developers, and other assorted Apple followers who really ought to be immune to Apple sticker shock by now."[15]The Verge jokingly dubbed the Pro Stand "the most expensive dongle ever".[3]