Originally conceived as a Macintosh computer with a lower price tag. Team members want to set the price that ordinary people with a low income can afford to buy this device. It was assumed that the first Mac will be estimated at $ 500, which at the time was half the price of Apple II. However, Macintosh quickly reached the level of $ 1,000 due to the cost of various new components. What influenced further changes in the price of the first Mac, and how to feel about a team of engineers?
In early 1981, after the transition to microprocessor 6809 to a more expensive 68,000 and doubling amount of RAM to 128 KB, we realized that it was necessary to raise the retail price Mac up to $ 1,500. This was necessary to ensure that the company was able to obtain its standard amount of profit from the sale. This price tag was approximately equal to the Apple II during the early sales, and with a good income all people could still afford such expenditure. We have worked hard to keep the cost of further growth, so most of the time on the stage of development in the amount of $ 1,500 has not changed.
Prices for new computers formed a very interesting way, because it is strongly dependent on the amount of ordered parts. In other words, the more components in order, the lower the price for each component. But how could predict the level of success of a new computer? It was only a matter of confidence, which Steve Jobs was not to occupy. He insisted that we would sell millions of Macintosh, and was able to convince our suppliers to reduce prices of many components, despite all the risks. For example, Motorola has delivered us 68000 $ 9 per share, which amounted to less than a quarter of its value.
By the summer of 1983 it became clear that Twiggy, was engaged at the time the release of floppy drives, is not going to cede much of its components in the price. We opted for the Sony drives, which were the best in all ways, except for the price. As a result, we were forced to raise the retail price of the Mac prior to 1995 $.
Around the same time, the Apple CEO position taken by John Scully. He came from Pepsi and was considered one of the top marketing experts. That John was the author of the idea of Pepsi Generation and other successful actions. At Apple, he had to apply his marketing skills to the personal computer market. But good advertising costs a lot of money.
In October 1983, it has already been approved all the plans for Macintosh launch, and we were desperately trying to modify the software. In the midst of the next working day, Steve Jobs told Scully insists on a price of $ 2495 instead of the planned $ 1995 because of advertising costs. He believes that the Mac in any case pay off thanks to competent and aggressive marketing. At the end of his speech, Jobs asked us not to worry because it is not going to allow Scully to raise the price.
Our team was horrified. Engineers have tried to make the Mac can be used not only themselves, but also their friends and neighbors. The desire to make the computer accessible to all, it was just great. But the price to $ 2,500 contrary to all our expectations and goals. We really worked very hard, but now the amount had been overestimated, for reasons that have nothing to do with. But still I hope that Jobs convince Scully never left us.
But in the end, to our great disappointment, Steve was the first who announced the retail price at first the Macintosh, which amounted to $ 2495. Despite the fact that sales have gone up rapidly at the start, they soon fell heavily. Even after the release of Mac Plus with additional software in 1986. The high price is still hampered PC sold well, which ultimately led to big problems.
via Folklore.org