I read today that Microsoft is pushing the idea that by buying a Mac, a consumer is subjecting themselves to additional “costs” that are tantamount to a “tax”. It’s not my domain to try and parse the true costs of a particular PC model versus a comparable Apple product. Others have already addressed this over the years.
What I want to point out is that rather than thinking of Apple as being more expensive and you are paying a “tax” of sorts just for the pleasure of owning an Apple product, I’d like to point out that Apple must be providing something of value to consumers for the money. I call it Design Value Added. That is, anytime you simply compare two products or services based on features and price and Product A has the same features as Product B, at a higher price point, yet is outselling Product B, then Product A must be providing DVA (Design Value Added). Design Value Added is a term I use to define the often intangible benefits of design as it relates to style, ease of use and the entire product experience.
If I can buy a MacBook Pro for $2,000 or a comparably equipped Dell for $1,700, and I choose the MacBook Pro, I must consider there to be at least $300 of added value in the MacBook Pro.
So, how is this playing out in the market? Well, today Apple introduced new MacBook models and announced that sales have been growing at two to three times the industry average. Therefore, if Apple products do indeed cost more when comparing basic features, then consumers are evidently recognizing that Apple provides additional value in terms of design.
Which game would you rather your company play – the low price game or the added value game?
