Mike Schaeffer's Weblog
Mon, 18 Aug 2008
Macintosh vs. PC Pricing, and missing the point.
Harry McCracken just wrote a bit comparing the price of PC's to Macintosh's. Like most of these guys, he misses the point. Consider his methodology: "I chose a standard [Apple] MacBook configuration...Then I configured laptops as similarly as possible from the country's two largest PC manufacturers". The problem is that this methodology takes the set of Apple machines to be the set of valid configurations for comparison, excluding configurations that Apple does not offer. Just for the sake of a more full comparison, what does a MacBook cost with these configurations?
  • A TrackPoint.
  • A numeric keypad.
  • Two internal batteries.
  • Two internal mouse buttons.
  • A swappable drive bay.
  • A docking station.
  • A calibrated, high-gamut display and a digitizer.
  • A display smaller than 13" or bigger than 17".
  • No keyboard.
  • A convertable tablet configuration.
  • Embedded on a PXI card. The absolute minimum cost.
Of course, none of these configurations are available from Apple. If you need or want one of these options, you can't get it at any price from Apple. Similar comparisons can be made in the server and desktop PC spaces.

This is an unsuprising result. When you enlarge the playing field beyond Apple's relatively limited reach, it becomes even more apparant that these comparisons aren't 'Apple vs. PC' what they really are is 'Apple vs. The Entire Computer Industry'. Apple doesn't have the capability, desire, or brand to fare well in such a comparison: There are just too many market segments they don't address. Addressing all of these segments would leave them with a confusing product line, a highly taxed engineering group, and a muddled brand image.

Part of the value of the PC platform is that it not subject to the limitations of being confined to one highly image-sensitive company. Part of the value of the PC is that it allows other vendors to enlarge the platform into new segments. Missing out on this is one of the costs of picking an Apple that is missing in most comparisons, including McCracken's.

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