Does Apple Have a Laptop Ghetto Problem?

I'm sure you've heard the news by now that Apple is rolling out new MacBooks and MacBook Pro models. If you haven't, see this summary. They appear to be very fine iterations on the Apple aesthetic. Nothing dramatically different, but lots of incremental improvement.

What stands out to me is that the new models reduce the variety of options while keeping some old styles available at either end of the price range. On one hand, it's good that these price points and sizes are still being represented, but on the other, I have to wonder if there will be confusion for the consumer when they are in the store and seeing two generations of styles side by side. I imagine it will bring up several questions.

Since the new MacBooks are assuming the look of the MacBook Pros, does that imply that the older white plastic style is inferior? How will that be explained on the store floor? At Best Buy where the laptops are unattended, I would guess that the white ones will come off as clearance models. The drop in price to $999 for the whiteMacBooks is welcome, but it's not enough to really be a clearance price.

By not defining the relationship of the old to the new, Apple risks letting the white MacBooks appear as a second tier machine, much like the eMacs were in their day. If the buyer comes away thinking the real MacBooks start at $1299, then prices were raised $200, not lowered $100. That's not the impression Apple can afford to give in this economic climate.

On the other end of the spectrum, Apple is still selling an updated MacBook Pro 17" model at the same price. There is no new 17" model with the new features. Again, this feels like a clearance move without the associated price reduction. I think I'd feel like a sucker buying the old 17" model at the highest price point of $2,799.

Does Apple plan to introduce a new 17" with the new look and features soon, keep on making the old version, or just sell what they have and then close down that model size? None of these are really compelling paths to a buyer. Apple really needs to come out and state their intentions with regard to both of these old style models.

What troubles me the most is the notion that Apple might sell these old style models for a short time, then discontinue them. That would leave them with their lowest priced laptop at $1,299 and no 17" screen size. If this is the case, Apple would be consolidating their line up, rather than expanding it. That doesn't seem like a good idea to me as Apple already has a limited product selection relative to PC manufacturers. I agree with the financial analysts that were recommending a lower entry level price point for their laptops.

At one time, PC laptops were just under $1000 and MacBooks were just over $1000 which was fine then. But now PC laptops have gone under $500 and Apple has had no response. Hmmm…

There are two possible good scenarios I see after this announcement. The first is that Apple will discontinue the white MacBook after 6-12 months and lower the MacBook price points to compensate. I doubt they would be so bold to drop the $1,299 model to $999, but I expect they would bring it to the old $1,099 price point.

The other option is that by keeping new MacBooks well over $1,000, that will open up a spot for an iPod Touch Pad that is between the size of the iPod Touch and the MacBook. I'd expect that to go for about $799. It would be hard for Touch Pad to compete with a MacBook near the same price, so having room there makes some sense.


What do you think? Where does Apple go from here with their line up? Let us know in the Comments section below!

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