No, this isn't a price cut reflected on the Apple Web site. And it's not much. But if you're in the market for a high-end MacBook, every dollar counts. Besides, Apple will probably match the lower price.
At major resellers like Newegg, PC Connection (i.e., Mac Connection), and Buy.com the latest version of the high-end MacBook Air (1.86GHz, 128GB solid-state drive) is now selling for--hold your breath--$2,399 instead of the listed $2,499 on the Apple Web site. Not much. What is best described as a price snip rather than a price cut.
Listing for Apple MacBook Air (1.86GHz, 128GB SSD) on newegg.com
(Credit: newegg.com)But my question is, did Apple green-light this? Or is this simply resellers adjusting their pricing to market realities. (I would imagine that luxury laptops like the MacBook Air are not jumping off the shelves at resellers these days, considering the state of the economy.)
Whether Apple green-lighted it or not may be immaterial, however, because (some? most? all?) Apple stores have a policy that stipulates: if you find an Apple computer priced lower at a major reseller (like Mac Connection), they will price-match it up to 10 percent of the listed Apple price. (This is the policy at the Apple Store that I frequent.)
Maybe there's a trend here. Maybe Apple will even make an official price move. Makes sense, right? The economy is in a tailspin and consumers have less disposable income, so Apple caves and officially cuts prices before the scheduled introduction of new MBA models. But then again, this is Apple. It doesn't have to stoop to unscheduled price cuts--so much for that fond hope.
Are Apple stores elitist? You bet--and that's not a bad thing. Unless the U.S. economy keeps going south.
How do I know Apple stores are high rent? I live in Southern California, and every Apple store within 50 miles of me is in a tony, upscale neighborhood. A new store, for instance, opened in September near my home in the swankiest shopping center in the area--bar none. No Best Buy, Radio Shack, or Circuit City could touch this real estate.
Ditto for the East Coast. The Apple store nearest the town where I grew up is in one of the snazziest shopping spots in suburban Philadelphia. (The clusters of $40K-$50K cars is a giveaway.)
So, the coolest, hippest, greenest (though the latter is debatable) computer company is arguably the most elitist.
Here's the challenge: As consumers think hard (or not at all) about computer purchases, Apple is going to be more pressed than ever to deliver inspired, compelling designs to keep people flocking to its stores (and flock they still do).
A lot has changed, obviously, in the last six months. Many strips malls are languishing as more and more store fronts go vacant.
Mark my words, the first sign that the Apple strategy is faltering will be the shuttering of shops. It only takes a few closings to get the wrecking ball rolling to other stores.
Remember all those Gateway Computer stores? It started with a few here and there and then everything went all at once. The same thing happened to CompUSA and Circuit City. So, for Apple, the canary in the coal mine are its stores.
Maybe they'll thrive despite the economy. Maybe Apple really is different. Maybe.
- prev
- 1
- next
