This weekend, those looking for an entry-level MacBook Pro stumbled across a small surprise: Apple has doubled the price of RAM expansion of this team. Now the cheaper model has a RAM expansion cost from 8 GB to 16 GB of 250 euros. The price development is all the more striking since this equipment was launched just a few weeks ago.
The price change in the input RAM of the MacBook Pro
Over the weekend, Apple increased the price of the MacBook Pro’s input RAM expansion. Up until a few days ago, the switch from 8 GB to 16 GB cost $ 100 (or 125 euros) and now it costs $ 200 (or 250 euros). Controversy has arisen immediately since the team was renewed on May 4.
In this download, there are several things to consider. Starting off, we can say that the price change arrives at match extensions of RAM with the MacBook Air 2020. In this team, going from 8 GB to 16 GB already costs 200 dollars (250 euros). So we have more RAM for the same price on both.
Having said that, we must point out that it is not the same type of ram. While on the MacBook Air we are dealing with one of the 3733 MHz built-in LPDDR4X types, on the MacBook Pro it is built-in 2133 MHz LPDDR3. Two different RAMs, one faster and more modern in the first, another slower and older in the second.
This difference is in the type of processor that the two mount. Yes on MacBook Air it’s a tenth generation of IntelIn the entry MacBook Pro, it’s an eighth-generation chip. The latter can only mount LPDDR3 RAM. It’s normal to think that old technology is cheaper than new. But it’s not always like that.
LPDDR3 memory has long been discontinued on new generation devices. So the iPhone 11 and the iPad Pro 2020, for example, They already mount an LPDDR4X type RAM. Newer Mac models, including the high-end 13-inch MacBook Pro, also use this memory. Other manufacturers are following a similar path.
This has an effect on the total market to which LPDDR3 can still be traded. Economies of scale play a role in the technology market a fundamental document when it comes to offering lower prices. If almost all of the market evolves towards a more modern component, its prices will drop. And the previous version may experience increased costs due to the loss of economies of scale.
The shrinking of the market, the loss of economies of scale and the addition of the impact of COVID-19 in the global supply chainmay have made it more expensive to obtain this RAM. Although here we have to introduce another variable: the anchor price.
Price anchoring or how to push your customers towards one or the other product
the anchor price (something like « price anchor » or benchmarks) is nothing more than a pricing strategy for encourage the purchase of the product you want as a business. Apple is known among pricing strategists as one of the best in the tech segment. The best definition of this concept is through a simple example:
Price anchoring refers to the practice of setting a price that customers can take as a benchmark when making a decision. Every time you see a $ 25 discount off a $ 100 price, that $ 100 becomes the « anchor » of the $ 75 sale.
Another example is a 50 inch television that costs $ 1,000 and an identical 48 inch television that costs $ 600. Immediately, the most affordable model is considered a « good deal » and tip the buyer. In the same way that this pricing strategy is used to push a customer down a product, it also works. Let’s take a look at the prices of the MacBook Pro:
|MacBook Pro input||MacBook Pro « intermediate »||High-end MacBook Pro|
|Serial||8th Generation Intel Core i5; 8 GB of RAM; 256 GB SSD||8th Generation Intel Core i5; 8 GB of RAM; 512 GB SSD||10th Generation Intel Core i5; 16 GB of RAM; 512 GB SSD|
|Add||n / a||Additional 256 GB SSD||10th Generation Intel Core i5; 8 GB of additional LPDDR4X RAM|
|Price change||n / a||250 euros||380 euros|
|Final price||1499 euros||1749 euros||2129 euros|
There is a higher model that puts 1TB of SSD memory for an additional $ 250, but we’ll skip that for simplicity. Anchor prices work as follows: they provide a benchmark price range the customer buys the option you want. In this case, and as Apple usually does, the company tries to get as many users as possible to choose the top model.
It is very likely that Apple miscalculated the sales mix of this equipment for various reasons, and this adjustment in RAM expansion is aimed at correcting its initial performance in the market.
When we propose to consider the entry-level MacBook Pro, we often have two questions: how much RAM and SSD will we need. So if we think we’ll need to extend one of the two, we start to orbit higher models. And more and more of us are opting for more expensive equipment than we initially thought. So if we add more RAM and SSD to the input model, we stay very close to the higher model with better processor and improved RAM.
Here, the entry model acts as the starting price anchor for a MacBook Pro. With that in mind, it’s very likely that Apple saw a smaller number of users than expected who switched to a higher model. This, coupled with the more than likely increase in the cost of LPDDR3 RAM units, are the possible causes of the increase in the price of enlargement.
These are the main differences between the new 13-inch MacBook Pro and the entry MacBook Air
Like any business, Apple evaluates its sales, prices, revenue, and margins to run its business. Since, it’s strange to see a price increase in an expansion, it suffices to start a cycle (which suggests an initial calculation error). Of course, the global pandemic has added more uncertainty than usual. If he had had this award from the start, the controversy would not have existed.