If this pricing logic follows, then TomTom is going to sell the software alone in the App Store for less than what Navigon's pricing will be at on August 15th (even below where it currently is?).
I just don't see it happening this way. This would make the 'bundle' break out at $60 for software and $90 for the car kit (or $100 kit, $50 software, you get the idea). Based on TomTom's place in the market, plus the functionality being touted (software and hardware), I don't see their solution as the low price leader, unless they just disregard revenue for market share (even if it's a 'break even' model ROI for a short time).
Right now, there is no way to buy a 'bundle' through the App Store. Software goes through the App Store, and the dock is a separate purchase from a B&M store. AND, the hardware is not yet purchasable at an Apple Store, so it's not convenient.
Two separate purchases for the end user, two separate distribution channels.....doesn't lend itself to a 'low price leader' for either of these products. There are a lot of logistics at play for the TomTom release, IMHO. If they get it such that you can buy the car kit (at a discount vs. buying each piece separately) via the App Store....then you have to take into account it's not a model that Apple completely supports just yet....buying a software app, then shipping a piece of hardware. Or, you have to walk into a B&M store (i. e. Best Buy) and purchase the car kit separately (if you already bought the software). OR, you'd have to buy the software/hardware bundle from a B&M store (maybe a discount this way), and then go to the App Store to download the software and enter some type of code (hidden in the box). I'm not saying all this can't be done. It can...but it takes logistics/time/money. They're releasing 3 separate products here, each of which has to be able to stand on it's own, and be profitable.
Sorry to be so realistic, maybe even pessimistic, but from my 20 years in the manufacturing business....then the past 12 years as a small business owner, I'm just thinking about it from the business/manufacturing side of things.