He was using the price of the EVM to represent the estimated price of the Pyra board in the finished product. (which seems fair for a ballpark figure) The price EVM itself won't be a factor in the eventual price of the Pyra.
- Neelix
The price of EVMs don't really reflect anything.. especially if they're products meant for companies which are expected to be able to pay a premium for a development aid.
Since we're doing total bullshit BOM parts estimations here's mine, note a lot of this is just total guessing and none of it is based on anything I know more than anyone else:
Board components:
SoC: $40 OMAP5432 (gut feeling based on historical prices I've seen for OMAP vs volume for this part; can't find OMAP5432 for sale anywhere)
RAM: $30 2GB Micron DDR3L (
http://www.digikey.com/product-detail/en/MT41K256M16HA-125:E/MT41K256M16HA-125:E-ND/4251401 x4, more aggressive prices than Digikey)
PMIC: $5 TWL6037 (also based on other TI PMIC prices; can't find TWL6037 for sale anywhere)
eMMC: $20 for 16GB (thinking they'll do a Sandisk iNAND)
Wifi/BT: $15 WL1857 (I think they'll get a better price than this:
http://www.svtronics.com/WL1857%20%20Module)
Audio: $3 for DAC + amp (same as in Pandora)
Touch controller: $3 (if this thing were even approaching expensive they wouldn't even bother)
Nub assembly + controllers: $20
Shoulder switches: $2
Digital volume pot: $5
Additional PHY/level shifter/whatever: $10
Additional passives: $5
Sub-total: ~$160
LCD + resistive panel: $70 LG P/N ??? (OEM w/digitizer:
http://www.etradesupply.com/lg-nexus-5-d820-lcd-screen-and-digitizer-assembly-black.html, I'm factoring in removing this reseller's margin, removing the supplier's increased margin for replacement parts, wholesale benefit, and cheaper digitizer by virtue of using a resistive panel instead of capacitive)
PCB: $10 (going off of calculators for various manufacturers, for an 8 layer board around the full size of a Pandora, this number is actually a little conservative.. this isn't taking into consideration a dual-PCB approach)
PCB population: $30 (not really going on anything here except very vague memories for Pandora.. I figure component count shouldn't be terribly different, but that they'll save on not having to do PoP)
Case + physical controls + mat membranes: $5 (based on what Dragonbox currently sells Pandora parts for)
LCD cable: $3 (total wag, but the MIPI cable should not be anywhere even close to as expensive as the current ribbon cable)
Battery: $10
Final assembly: $2 (assuming they hire people to do it, should at least be able to do several an hour)
Total: ~$300
Pushed that price up a little bit, let me know if I missed something big.
Factoring in a decent (but not especially ambitious) margin, cost for repairs and replacements, and $500 seems plausible. However, the margin could be higher to account for paying back the portion of the investment money that was used to help fund the Pandora queues beyond what was already paid back via Pandora sales. Worst-case scenario, if they have to cover the entire amount ($300k right?) over 5000 sales (I think or at least hope they could get at least that many..) it'd be $60 per unit, so maybe the price could end up a little higher. But I don't see why this has to be > $600, at least not for a base unit, unless of course I'm missing some big things on the BOM or am very wrong about some of the prices. Which could well be the case, AFAIK Pandora right now costs more than $300 to manufacture, which doesn't really add up since Pyra should be more expensive.
Not that I'm trying to coerce ED into giving more of this away or anything
