Like all personal computer makers - dubbed "OEMs" for "original equipment manufacturers" - Apple has struggled to maintain sales growth in the face of continued economic woes in some regions, and competition from tablets and smartphones. The last time that Apple made price cuts of this size on already-existing models was in mid-2009, during the depths of a major recession, when it dropped MacBook Pro prices as much as 15%.Īpple also cut prices of the revamped MacBook Air line a year later when it introduced a sub-$1,000 11-in. MacBook Air, the model with 256GB of flash storage space, by $100 to $1,399, a 7% reduction. Those decreases represented cuts of 12% and 15%, respectively.Īpple also cut the price of the top-end 13-in. MacBook Pro with the higher-resolution Retina display received the largest cuts, with the lower-priced of the two stock configurations falling $200 to $1,499 and the more expensive of the pair dropping $300 to $1,699. "They've got slow growth in PC sales like everyone, and lower prices help," said Ezra Gottheil, an analyst with Technology Business Research, who also cited efficiencies in Retina screen production and processor price cuts as likely contributors to Apple's decision.
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