After Apple raised prices on iPads and Macs last month, speculation ran rampant about how consumers would react.
Last week, Consumer Intelligence Research Partners analyzed data showing how consumers might delay a purchase of a new device, and that the trend toward longer ownership of a tablet or computer might continue. This week, CIRP focused on Macs and looked at how consumers might adjust what models they buy, moving toward less expensive ones.
Apple increased the price for base model Macs by $100-$200, with higher-priced models going up even more. So, most prices increase by 15-25%.
The MacBook Pro is the long-standing workhorse of Apple’s laptop lineup. The MacBook Air is the lower priced, less powerful, and originally much slimmer alternative. And for the past few months, the MacBook Neo offers an entry-level price point for a very lean laptop. The latter appears to compete with Google Chromebooks but may appeal to consumers who “just want to own a Mac”.
Both MacBook Pro and MacBook Air are available in two sizes. There are practical and personal preference reasons to prefer one size or the other, and there are measurable price differences. The 15-inch MacBook Air is priced $200 higher than the 13-inch model. The 16-inch MacBook Pro is now a $1000 upgrade over the 14-inch model, up from a $600 differential.
Historically, and somewhat surprisingly, the larger models of both have outsold the lower-priced, smaller siblings. In the most recent twelve-month period, 70% of US MacBook Pro buyers opt for the larger 16” model, while 54% of MacBook Air buyers purchased the larger 15” model. CIRP thinks, with the drastic price hikes, this buying pattern could change.
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