Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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

9,303 views

Published on

Published in: Business, Technology
  • Be the first to comment

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

×