The Macintosh Endgame
Jean-Louis Gassée

Don’t conflate reaching to the bottom with price. Cheap prices on hard ware can sustain services income, which is how we get a $340 iPad and iPhone se. MBA pricing went down for years now and Apple is mass market, so there are different expectations. And they seem unwilling to square the circle. Imo iPad pro is a luxury tablet not a cheap computer, so apple needs affordable Macbooks. Ecosystems must be fed, even in apples rarefied air. It’s a balancing act.

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