Instead of working to develop and popularize the Mac as a consumer product with broad appeal, Apple's CEO John Sculley artificially raised its price by $500, pushing it out of the range that many could easily afford.
The original Mac was already a relatively expensive product, because it required more RAM and other specialized hardware in order to deliver its entirely graphical environment. However, Sculley also packed the expense of a huge advertising campaign into the new Mac's price, bumping it from $1995 to $2495.
Between 1985-1990, Apple continued to release Mac models priced significantly higher than most consumers could afford, and positioned the company's Apple II computers as its entry level machines. Apple continued to sell the Apple IIGS, which was not compatible with the Mac, up to the end of 1992.
Jean Louise Gassée, Sculley's replacement for Steve Jobs, ran the Mac platform into the ground by insisting on high price points for new models, following the logic that Apple needed to get the most money it could out of the Mac’s technology.
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