How Apple Sets Prices

An article in Bloomberg BusinessWeek breaks down Apple’s pricing strategy and identifies its key components. “Next time you’re sitting at an airport bar and hear two businesspeople debate whether Apple is a technology or design company, chime in: ‘Nope. What Steve Jobs sells is pricing,'” writes Ben Kunz. “Pricing? You bet. Jobs is a master of using pricing decoys, reference prices, bundling and obscurity to make you think his shiny aluminum toys are a good deal.” [%comments]