Apple Is Defying Laptop Price War, Deutsche Bank Says

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As per Steve Jobs’ much referenced “reality distortion field”, Apple seemingly isn’t subject to many of the rules which govern other companies.

As a tablet-fueled holiday price war is breaking out among laptops, Deutsche Bank has noted that Apple is staying out of it entirely — and the strategy seems to be paying off.

Around 60 percent of the 80 best-selling laptops at retailers monitored by Deutsche Bank apparently cost less less than $400 — with 30 percent even dipping below $300.

“We believe this reflects the need for [laptop] vendors to close the pricing gap with tablets which continue to exhibit strong market momentum,” analyst Chris Whitmore noted in a Monday research note.

However, Apple is doing no such thing.

According to Cyber Monday sales, its $1,050 13.3-inch MacBook Pro (non-Retina) was the no. 5 top selling laptop, while it’s $1,400 13.3-inch MacBook Pro Retina was placed No. 10.

“Apple is a best seller and everyone else is playing for scraps at significantly lower price points,” Whitmore continued. “Overall, it appears there is little margin in the Android ecosystem but volumes are robust due to very low price points.”

It might hardly be news that Apple charges a premium for its products, but it’s interesting to note just how great the gulf is between Apple and its competitors — as well as the fact that the iPad is seemingly doing little to cannibalize MacBook popularity, despite the tablet market causing a general downtrend in laptop prices among other manufacturers.

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  • patrickahles

    Isn’t Deutsche Bank, like, how do you call it, a bank? Shouldn’t they keep themselves busy with, like, banking business? Who cares what Deutsche Bank says about Apple…

  • Adrayven

    This already happened with Netbooks.. saying competitors need to keep dropping prices is silly. They end up just pricing themselves out of business if they do that.. duh..

  • Sergey

    To patrickahles.
    Really? Deutsche Bank Is one of the larges finical entities worldwide. They invest a lot and for sure have a point to get in to analytics. Please check things before commenting.

  • Market_Mayhem

    Apple is the only company that sells laptops with OSX so they seem to have that field to themselves. Every other company is competing against other Windows laptops so each would need an edge to steal customers away from rivals. Even so, Apple’s shareholder value hasn’t gone up considerably despite holding prices high. It’s not as though Apple is being valued as a runaway winner of market share in laptops.

  • Paul Burt

    Apple is the only company that sells laptops with OSX so they seem to have that field to themselves. Every other company is competing against other Windows laptops so each would need an edge to steal customers away from rivals. Even so, Apple’s shareholder value hasn’t gone up considerably despite holding prices high. It’s not as though Apple is being valued as a runaway winner of market share in laptops.

    Apple couldn’t care less about the stock price. They’re just concentrating on making quality products that customers enjoy.

About the author

Luke DormehlLuke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution, published by Random House, and is currently writing a book about algorithms for Random House/Penguin to be published in 2014. He also covers the digital humanities for Fast Company. He'd like you a lot if you followed him on Twitter.

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