Why there are two 13-inch MacBook Pro Retina Display Price Points?

Pricing puzzle for you.

Apple introduced 13-inch MacBook Pro with Retina Display last week.  They introduced not just one but two at two different price points.

The only difference between the two editions (other than price of course) is the flash storage size, 128GB and 256GB. (On the related note see here for why your product versions should differ in price dimension.)

Did they really need the 256GB version at $1,999 price point? After all the 128GB version is configurable.  One can select 128GB version and configure it as 256GB for additional $300.


Questions (10 points each)

  1. Why is there a second SKU (version)? (Hint: See here)
  2. Why did they choose not to make this second SKU have different CPU? You can configure the 13-inch MacBook Pro with 2.9GHz CPU for additional $200. Why didn’t they make the CPU non-configurable and made the second SKU at $1,899 with 2.9GHz CPU? (Hint: See here)
  3. How can a feature (flash storage size) be such an effective  meter for value capture? (No hint here, ask me how I can help you find what your customers value and how you can capture your share of it.)