Apple rules the high end. That’s the conclusion of a recent report by the NPD Group that found the Cupertino, Calif.-based company has 66 percent of the U.S. retail market for all computers priced about $1,000.
For desktop computers over $1,000, Apple’s retail share was 70 percent. For notebooks in that price range, it was 64 percent. The figures reflect sales in the first three months of this year, and they only account for store sales, not online.
14 Percent Overall
According to news reports, the NPD study also found that Apple’s overall U.S. retail market share is 14 percent, with Apple notebooks having 50 to 60 percent growth year-over-year, and Windows notebooks having zero percent. The 14 percent retail share applied to all computers, as well as to just desktops or notebooks.
All of Apple’s computer product line is priced at more than $1,000, except for the Mac Mini. Some observers have suggested that features and lower pricing may not be the highest priorities to some computer shoppers, because they are willing to pay more for a premium experience.
Stephen Baker, NPD vice president of industry analysis, has told news media that Apple also appeals to such segments as multiple-computer households. He added that, for those customers buying an additional computer, ease of use may be their priority.
There are also several key market advantages that Apple continues to enjoy. One is the hesitant reception that Microsoft Vista has received, an edge that Apple has begun to push overtly in its most recent “I’m a Mac/I’m a PC” commercials.
Another advantage is the highly successful chain of Apple retail stores, as well as distribution through selected non-Apple retailers such as Best Buy. When a potential customer goes into an Apple store, there are no competing computers, so that popular channel is highly effective.
Store Expansion
Because…