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Apple will not go cheap

by on22 July 2009

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We still can't build a $399 computer

Fruit themed
toymaker Apple still can't do what every other company in the world can manage – make a cheap computer.

COO Tim Cook has confirmed that when Apple knocked $100 off the price of its cheapest hardware it got a lot of sales. Its most successful computer is still its cheapest. You would think that would mean that Apple might twig to the fact that if it had more sensible pricing it would make a real killing.

Well it seems that Jobs' Mob is not going to panda to those sorts of people, oh no. Cook said that just because cheaper looks to be selling better, that absolutely does not mean they will be joining the netbook "race to the bottom" any time soon. Cook said, "Our goal is not to build the most computers, it's to build the best. Whatever price allows us to build the best computer, we'll build it there...we can't build a great $399 computer."

While he does not want to discount the possibility of an Apple netbook, Cook said that he didn't think netbooks were robust. "They lack horsepower, they have small displays, and cramped keyboards. Many people won't be happy with that. We're only going to plan things that are very innovative that we can be very proud of," he said.

Last modified on 22 July 2009
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