News, info, and opinion by Mac users, for Mac users.

May 16, 2006

intel_macs

The black tax

Posted May. 16, ’06, 6:42 PM PT by Derik DeLong
Category | Hardware » Intel Macs

MacBook I’ve been excited about the possibility of a black MacBook for some time now. When I saw the headline that the MacBook had arrived, and with a black option, my heart leapt. I’ll admit though, I did feel a pain where my wallet sat in my pants. Before reading anything about all the cool new features, I thought a black MacBook would be the ideal laptop to help bring me full circle back to the Pismo (last generation G3 Powerbook) that I’d fallen in love with since the moment I pulled it out of its box. Don’t get me wrong, I love my Powerbook G4 12”, but black is hot (and not just when it’s out in the sun).

Anyone involved in some kind of Mac discussion group knows what came next. I checked out the pricing. The fool that I am (trained by the pricing structure of the multi-colored iPods of current and Macs of old) I thought that the color was just a choice one made when choosing their MacBook’s configuration. Then I looked over the options. There’s the base MacBook (white, 1.83 GHz processor, $1,099), the top end white MacBook (2.0 GHz, $1,299), and the top end black MacBook (2.0 Ghz, $1,499). I paused. Surely, I’m missing something that makes the black version worth $200.

I missed a single thing. The black one had a 80 GB hard drive instead of a 60 GB. There weren’t any other differences. The thoughts in my head spoke up. Surely, 20 GB of hard disk space wasn’t worth $200. Doing a quick CTO on the top end white confirmed my suspicions. It was $50 to get the 80 GB drive in that one. That’s right $150 for a different color. $150. That’s 10% of the price of that top end MacBook. Normally, I’d expect Apple to make some half-hearted attempt to justify the price differential. Heck, I’d be happy with a 100 GB hard drive and 1 GB of RAM. I wouldn’t have even blinked (and the CTO for the white MacBook would be $50 more, just about right when you take into account the fact that Apple rips you off on RAM). I don’t want white and I can’t bring myself to pay the black tax.


15 Comments

Mike Brown said:

"I don’t want white and I can’t bring myself to pay the black tax."

Well enjoy your black Dell then.

May 16, 2006 6:48 PM
Dan said:

I categorically agree. Besides one lame allusion that I've found to the "process" to make a black macbook being more expensive (funny that scads of other companies can make a black laptop without a premium charged for the process), there is no justification to ask for $150 for a non-functional, purely stylistic option that has a freakin' history of being free with this company. And, ironically, it just adds insult to injury that they "throw in" an HDD that's... 20 gigs bigger?! Are you kidding? I'll stick with my powerbook on principle... Hopefully someone will beat some sense into Apple on this black v. white macbook thing. And... hopefully, it will be slow... and painful.

May 16, 2006 7:59 PM
Terrin said:

I think Apple has a legitimate reason for the mark up other than to just gouge its customers.

I suspect Apple believes black will be a very popular color. Since the product is new, however, it does not know how popular.

The last thing Apple can afford is stockpiles of white Mac Books hanging around, while users hold out for black. This is a very real possiblity since the white configuration has been around forever.

To level out the sales between the two, Apple charges a premium for the black. Many people who would otherwise opt for black, will settle for white. Many others will pay the extra money.

Apple eventualy will be able to gauge demand, and control its manufacturing accordingly.

May 16, 2006 8:33 PM
exnihilo said:

I didn't even get to the "black tax." When I saw that it used intergrated graphics, I decided to wait to see if Apple will eventually produce a 13" Mac Book PRO.

May 16, 2006 8:55 PM
Derik Author Profile Page said:

Mike, I didn't suggest I'd do anything remotely close to that. You can calm down. I'm all Mac. :)

May 16, 2006 10:13 PM
Alex said:

I had a chance to play around with both the white and black models yesterday, and the black casing is actually made of a completely different material than the white casing. It's a matte finish that feels much more durable, solid, and overall higher quality than the plasticky white, and I don't have a hard time believing it cost a little more to manufacture. It still might not be worth the $150, but they did make it more of a premium edition rather than just change the color to black.

May 17, 2006 6:53 AM
Nik said:

The black one is matte black?! Made out of a different, premium material? That settles it, I must have it.

This product is pure genius - one form factor covering several completely different market segments:
- Cheap entry model
- Sub-notebook
- Ruggedized school/college laptop
- Sleek executive sub-notebook (black)

I predict black will be in short supply for a while to come.

May 17, 2006 7:58 AM
AllMac said:

"I'm all Mac. :)"

You won't buy a Dell or Acer Core Duo notebook. This is why Apple can charge 150$ more for the black model.

May 17, 2006 4:39 PM
Derik Author Profile Page said:

AllMac, that argument doesn't make any sense. I'm simply not going to buy a MacBook because of that extra $150. That's a lost sale. Whether I buy a Windows PC is completely irrelevant.

May 18, 2006 8:09 AM
Kevin said:

I'm about to make the transition into the Mac world - i guess i'll be returning to my roots since i started programming on an Apple II in middle school. I'm sitting here looking at my IBM T-43 thinkpad and it seems to have the same black matte finish that I saw on the MacBook yesterday. I'm trying to understand why Apple wanted to start looking like PC laptops? Is it because now they're MacTel so they're conforming?? I hope not!! I think I prefer the distinguished look of the White MacBook... I might consider black if it was like the glossy look similar to the Nano.

May 18, 2006 9:41 AM
FinFan said:

AllMac, please stop defending an indefensible marketing decision. Apple has left a bad taste in my mouth with this one. I really have been hoping for a black iBook to replace my 12" PowerBook; I refuse to buy a white laptop; white keyboards and wrist rests discolor too easily. They can now consider me a lost sale, however, because out of principle, I will never pay $150 extra for a black -- do you hear me, BLACK laptop, as if that's something special. And please don't defend it by saying "it's higher quality plastic"... that's a ploy Apple has used for years. Sell something ordinary, but very slightly improved stylistically, and charge a humongous premium for something very, very marginally better. It's a legitimate criticism of Apple.

Let me also say, if Apple had a $1499 black and no white, I'd have considered buying the black. The fact that there's a $1499 and a $1299 white is almost an insult to my intelligence from a company that should know better. Except that there are enough stupid people that will pony up because they are blind to the fact Apple regularly gouges its customers for fluff.

By the way, I think Apple makes good computers; I don't have an issue with them making huge margin; they should at least not make it so obvious as they have with this decision.

May 18, 2006 6:16 PM
Isaac M said:

New Macs aren't that much of a new conception. New Macs have been coming out for years (we get a show every 6-8 months on average). Let's just sit back and enjoy the show that they'be been giving us for years. It's nothing in comparison to the expense of the 20th Anniversary Mac, which came out on the 21st anneversary.
At least we have a choice this time.

If someone was looking for a 13" Macbook, could they just afford a white one? Everyone can make the stretch to the black one if they really wanted it. That's it. It's just a marking strategy. Get on the black boat or not. I know I won't, but that's what choice is about.

May 19, 2006 4:25 PM
Rick Mayberry said:

I'm still pounding away on my old Wallstreet - my fifth Powerbook (Duo 230, 190cs, 5300cs and 3400c preceded it) and, by all accounts, it's the best of the lot. I was considering a new G4 powerbook a while back, but I just can't wrap my head around the idea of a white keyboard and trackpad. Every one that I've seen in real world use looks like hell and, as an auto industry professional, I find that white is not really that practical. I refuse to use a Dell and the IBMs don't do a lot for me for similar reasons, so the Wallstreet (on its third keyboard) soldiers on!
I might buy one of the black ones and I've always been inclined to go for the upper end (my PowerMac G5 makes the Wallstreet seem a bit pokey) , but I rather resent the lack of choice in the matter!

May 22, 2006 7:11 PM
Jason Person said:

Okay you can justify the $150 extra on the quality of material but why does it cost MORE for the 2gb upgrade than with the macbook pro? It is the same ram and the same procedure yet the upgrade on the new macbook costs more?!

May 28, 2006 6:13 PM
Rick & Sydney said:

Good for you. And don't worry about the suicide bombers in here. They're all paying the extra $150 to their leader and he should be happy with that contribution.

July 7, 2006 12:34 AM

Leave a comment

 



Visit other IDG sites: