I would love to know the rational behind the international pricing decisions of Apple and other companies. With the Senate investigating software pricing, I thought I would look at the pricing of the new MacBooks
MacBook Pro (15 inch, 2.3Ghz, retina display)
So at today’s exchange rates and all in Australian Dollars:
US $2215, UK $2805, Aus $2499.
The interesting part is that Australia is not the highest – which is unusual. We are higher than the US price but lower than the UK and Europe. Why?
Here is one theory. Suppose Apple wants to set the same price for its new MacBook in developed countries. Also, suppose Apple wants to set the international prices but don’t want to have to change them for (say) one year. Then you may try and pick the direction of exchange rates. So is Apple betting that the Aussie Dollar will fall relative to the US dollar (say to about 88 cents US), the UK pound will fall (to about $1.22 US or $1.39 AUD) and the Euro will fall (to about 96 US cents to one Euro or 91 Euro cents to one AUD)?
If so, Apple is betting strongly against the Euro. It is currently trading at 79 Euro cents to one AUD and $1.26 US dollars to the Euro. And it is strongly betting against the British pound (currently $1.55 US or $1.56 AUD).
Of course, there may be some other logic behind the pricing …