I think Apple's pricing in relationship to other brands is changing. They have historically been seen as a premium brand and were priced accordingly. These days though, they tend to be much more on price-parity or even winning on price. Take a look at how the iMac compares to other premium all-in-one machines? Fairly close. Then the iPad - when the Android competitors were coming out we kept saying how they'd have to be so much cheaper to compete and they weren't. Finally, the Air's $1000 price point is half of what Intel was positioning the Ultrabooks which has caused the other manufacturers to scramble cut their prices.