So Why is There a11”, 128GB, $1199 MacBook Air?Rags Srinivasan@rags IterativePath
The new MacBook Air versions are a case studyin Choice DesignQuestion: Just for $100 more, third option offers lot more th...
Demand for $1,299 is likely to be lower with more opting for$999 versionSuppose there were no $1,199 version
Suppose there were no $999 versionMore will pick $1,299 but demand is likely to be lower andApple cannot claim under $1000
Screen size is the Prominent Dimension with Disk Space andProcessor Speed coming second and thirdLet us start by asking wh...
Together these dimensions offer 8 possible versions128GB,1.4GHz64GB, 1.4GHz128GB,1.86GHz256GB,1.86GHz11-inch 13-inch
128GB,1.4GHz64GB, 1.4GHz128GB,1.86GHz256GB,1.86GHz11-inch 13-inchSome versions do not make economic sense
128GB,1.4GHz64GB, 1.4GHz128GB,1.86GHz256GB,1.86GHz$999$1299$159911-inch 13-inchAbsence of 11”, 128GB version creates a chasm
128GB,1.4GHz64GB, 1.4GHz128GB,1.86GHz256GB,1.86GHz$999$1199$1299$159911-inch 13-inchPerfect alignment across the diagonal
With its current line up – the middle versionserves as the decoyCompared to decoy, $1,299 version will look attractive to ...
Further Readings1. http://iterativepath.wordpress.com2. Asymmetrically Dominated Alternative
Upcoming SlideShare
Loading in …5
×

Macbookair

8,411
-1

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
8,411
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Macbookair

  1. 1. So Why is There a11”, 128GB, $1199 MacBook Air?Rags Srinivasan@rags IterativePath
  2. 2. The new MacBook Air versions are a case studyin Choice DesignQuestion: Just for $100 more, third option offers lot more thanthe middle option, so why is the middle option there?
  3. 3. Demand for $1,299 is likely to be lower with more opting for$999 versionSuppose there were no $1,199 version
  4. 4. Suppose there were no $999 versionMore will pick $1,299 but demand is likely to be lower andApple cannot claim under $1000
  5. 5. Screen size is the Prominent Dimension with Disk Space andProcessor Speed coming second and thirdLet us start by asking what is the ProminentChoice Dimension – the one feature they wantyou to focus on more than anything else
  6. 6. Together these dimensions offer 8 possible versions128GB,1.4GHz64GB, 1.4GHz128GB,1.86GHz256GB,1.86GHz11-inch 13-inch
  7. 7. 128GB,1.4GHz64GB, 1.4GHz128GB,1.86GHz256GB,1.86GHz11-inch 13-inchSome versions do not make economic sense
  8. 8. 128GB,1.4GHz64GB, 1.4GHz128GB,1.86GHz256GB,1.86GHz$999$1299$159911-inch 13-inchAbsence of 11”, 128GB version creates a chasm
  9. 9. 128GB,1.4GHz64GB, 1.4GHz128GB,1.86GHz256GB,1.86GHz$999$1199$1299$159911-inch 13-inchPerfect alignment across the diagonal
  10. 10. With its current line up – the middle versionserves as the decoyCompared to decoy, $1,299 version will look attractive to most
  11. 11. Further Readings1. http://iterativepath.wordpress.com2. Asymmetrically Dominated Alternative

×