Originally Posted by diggydobby
Maybe its time to lower prices :-)
I thought that would be their strategy eventually to start growing in marketshare but they raised some prices instead. The price tags give a false impression of how much profit they make on the machines. Their gross margins are below iOS devices and those are at 37%. If the Macs are at 30%, that means that although a Macbook Air is $999, Apple is at best making $300 and then if you order it online, they have to pay shipping out of that. If they decided to make the entry-level $799, that's still fairly high in an industry where the average selling price is $500 but they'd make maybe $80 net profit. That's still higher net margins than the likes of Dell, HP, Lenovo etc.
They might not get much higher volume by just lopping off $100-200 so the volume increase doesn't offset the profit loss and they'd just be volunteering to make less profit. Perhaps they need to find new manufacturing solutions that allow them to lower their build costs but I imagine they've gone through it with a fine-tooth comb already.
Laptops are clearly the highest selling machines so that should be the focus for improving Mac switcher numbers. A part of the problem is how much Intel charges for processors. If Apple could save $100-150 on processors, that could translate into a $200 retail drop with the same margins. Their own ARM chips would work but you can see what happened with Windows RT and Chromebook sales are rubbish too. When people pay so much for a laptop, they expect software compatibility.
When iPad numbers are included into the picture, Apple sells more units than any other PC manufacturer so from that perspective, Apple's adoption rates are doing pretty well.