The MacBook Air that finally exceeded '100,000 yen', there is Apple's clever price strategy

The MacBook Air announced at the event held at midnight on October 30, 2018 in Japan time started from 13,400 yen in Japanese Apple Store price, it finally became MacBook Air exceeding 100,000 yen. Ben Lovejoy, who is contributing to 9to 5 Mac, said "Although iPhone X is an iPhone with over 100,000 yen in 2017, the price of the entire product series is on the rise, but" in the background is a precise pricing strategy It is hidden "is shown.

The 2018 MacBook Air is the iPhone X ASP trick all over again - 9to 5Mac
https://9to5mac.com/2018/10/31/asp/

IPhone X announced in September 2017, "iPhone 10th Anniversary", features a bezelless design that excludes the Home button and a face authentication function based on Face ID, and the appearance and contents are greatly changed from the conventional iPhone It was. On the other hand, because the price finally caught the 100,000 yen market, there were some people who felt hesitant in "whether to buy a smartphone that costs 100,000 yen".

However, there are enthusiastic fans saying "I will definitely buy the latest iPhone", the early adopter "I want to get the iPhone that was new and rebuilt both at home and abroad", and people who simply buy it because "cool" It seems that it was supported by iPhone X , recorded the highest sales in the first quarter of 2018 right after the release of iPhone X, and even in the third quarter of 2018 (the June quarter) the highest sales value in the past in comparison with the past I am marking it.

Apple gets the best third-quarter earnings ever by high-priced iPhone - GIGAZINE

This trend seems to have been handed over to iPhone XS / XS Max announced in 2018. iPhone XS is also 112,800 yen even for the 64 GB model, iPhone XS which can be obtained under 100 thousand yen except iPhone XR There is no new model in existence.

Mr. Lovejoy analyzed here that Apple has a skillful price strategy. A strategy to raise ASP (average selling price: average selling price) of Apple products by raising the appeal of products by casting features and designs that attract high interest, and running a strategy plan that users buy even at high prices I see it being advanced.

And Mr. Lovejoy points out that the 2018 MacBook Air is also on this "ASP up" flow. The conventional MacBook Air is a model that attracts "lightness" and "cheapness" and is a model that is supported as "a Mac that can be bought under 100,000 yen" that starts at a price of 999 dollars (98,800 yen in Japan) did. However, the new MacBook Air announced at the end of October 2018 started from 1199 dollars in the United States and 13,4800 yen in Japan, becoming "MacBook Air exceeding 100,000 yen" It was.

Although Apple seems to proceed with the price surge, Lovejoy said, "Apple also recognizes the importance of a low-priced model," even if the new MacBook Air comes up, "100,000 yen cutting model" is left We focus on the point. As shown in the image below, in the North American Apple store (left) and the Japanese Apple store (right) you can see that in addition to the new model in 2018, scrolling down the screen leaves the traditional model .

Mr. Lovejoy analyzes that Apple's aim is put in the point that "if you scroll down". From the page width, the width of arranging the three models should be sufficiently secured, but intention to make the 2018 model stand out by arranging it upside down, and the traditional easy-to-buy model is also left It states that it is shown.

From the price strategy point of view, "everything Apple did is smart," Lovejoy said. And it pointed out that "the balance between price and function" which was not seen in the past has occurred. MacBook Air that was supposed to have made "lightness" urin but actually it is heavier than "0.92 kg" of MacBook "1.25 kg (2018 model)" and MacBook not having "Air" Although it tends to be recognized as a so-called "basic model" if it is from, in fact the price belongs to a price range higher than MacBook Air.

In this way, it is clear that the fact that Apple has continued to raise unprecedented revenue in the history of history has revealed that the element of "improvement of ASP" is involved for a long time. While it can be said that while users allow it, on the other hand, the rise will also have its limits somewhere. In preparation for that time, it seems that it is interesting to point out whether Apple will prepare a model that keeps prices down or whether it will make an eye-catching product that can be said to be the "second iPhone".