The prices of Apple products remain one of the contested arguments from buyers. Since they started producing computers, phones and iPod, their products have remained more expensive than similar products from their competitors. This in a way has given Apple products ‘class’ and owning one is enviable by anyone. But why would apple continue selling so exorbitantly when products from their competitors are so cheap? This essay presents some of the reasons why prices for Apple products remain higher compared to other similar products in the market. These reasons include customer ignorance, perceived value, and society’s marginal propensity to consume (MPC).

One of the reasons that have been given why Apple products continue selling even when they are relatively more expensive than other similar products is consumer ignorance. Most people do not know how to evaluate the performance of computerized products. Very few people can interpret the specifications provided for a product by various. Most consumers, therefore, rely on information from other sellers and friends when buying. Since most people believe Apple products to be much better than other products, their prices have continued to be high yet retain a considerable market (Hawn, 5).

The second reason apple products continue to set expensively yet retain some market share is the society’s perceived notion that price equates to the value. Since most companies know this, they usually put their prices a little bit higher in a bid to exploit this ignorance. While one may argue Mac is better than windows or iPad better than other tablets, windows, computers still remain to be as functional or even better.

In addition to this, the Apple company marketing strategists have made people believe their products are better. The Chief executive Officers of Apple, both the late Steve Jobs and the current Tim cook always made Apple products look so valuable in their speeches. Steve jobs in one of his interviews said

‘’We don’t know how to make a $500 computer that’s not a piece of junk, and our DNA won’t let us ship that.” (Hawn, 5).

While Cook in responding to the argument why Apple products were more expensive, said

‘’Apple doesn’t want to sacrifice quality for price ……Instead of saying, ‘How can we cheapen the iPod to get it lower?’ We ask, ‘How can we do a great product and do it at a cost that enables us to sell it at the low price of $49?” (Duhigg, & Bradsher, 2012, 21).

Such statements have made the public think Apple produces are much more valuable and thus can pay anything to have them.

Lastly, Apple products continue selling at a higher price because of the society’s marginal propensity to consume. As one’s income increases the need to spend the extra disposable income increases. More often than not, one will tend to buy products that are much more expensive even without a justifiable reason. In turn, this creates the class as such products will only be available for the rich in the society. Apple has created this form of class and individuals who earn well in the community will tend to buy apple products since they can afford and also as a way of asserting their status.

In conclusion, Apple products will continue to be relatively expensive than other products because the society has been made to think so. It will, therefore, not pain paying an extra dollar to have a product with an Apple trademark.

Works cited

Duhigg, Charles, and Keith Bradsher. “How the US lost out on iPhone work.” The New York Times 21 (2012).

Hawn, Carleen. “If He’s So Smart… Steve Jobs, Apple, and the Limits of Innovation.” Fast Company 78.1 (2004).