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RSS feedsResearch by analyst house NPD has shown that, on average, Apple users pay twice as much in the shops as PC users.
Retail data showed that in June the average cost of a Windows laptop was $700, compared to $1,515 for an Apple machine. The difference was even more stark with desktop models, with the average Windows machine going for $550, compared to $1,543 for an Apple.
"There are plenty of Windows PCs you can buy at high prices," Stephen Baker, NPD’s vice president of industry analysis told vnunet.com.
"But if you want to buy an Apple you don’t have any choice, you’ll have to pay more."
He said that in his opinion it was just a choice Apple had made and the company could argue that the value of the software and brand made up for the price differential.
The situation was comparable with the car market, he explained. BMW and Chevy make basically the same product – a car – but the difference in branding, how customers were treated and perceived value allows BMW to charge more.
This is not to say that Apple doesn’t make low cost products. He praised the company for its skilful roll out of a range of iPod media players to suit all markets without lowering brand value.
But he warned that, in his opinion, it was unlikely that Apple would be bringing out a low-cost computer line any time soon.
"I’ve wrestled with that one, but I don’t see today what the driver is to make them want to do that."
"Sales are still growing stronger than anyone else’s in the market so there’s little incentive. That’s the kind of strategy you adopt when you realise growth is slowing."
See also:
![Steve Jobs [image © Matthew Yohe]](http://ivory.vnunet.com/images/people/steve-jobs/small.jpg "Steve Jobs [image © Matthew Yohe]")
All Chips & Components Tags: Apple, Windows, Ecommerce, Hardware, Strategy
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