New iMacs and the cheapening of Apple

New iMacs won't simply be cheaper. They'll also reportedly have a thinner design, and could sport an optional Blu-ray player

The Laptop Hunters be darned, Apple is not just a brand for the rich and trendy.

That should, at least, be the message if Apple revamps its iMac desktop computer line with more affordable pricing, and new features to boot.

AppleInsider reports that the new all-in-one desktops were finished this month, and that Apple is essentially waiting for marketing to "press the 'Go' button". The official announcement could come any time between next week and mid-October, according to AppleInsider's sources.

The new iMacs won't simply be cheaper. They'll also reportedly have a thinner design, and could sport previously unheard-of features for Mac users, such as an optional Blu-ray player (that'd be a shock considering Steve Jobs' unkind words for the format) and an unspecified audio-related addition.

But the big picture is Apple's continued push for lower prices, even as the company thrives on the high-end. The trend began earlier this year, when Apple slashed prices on its MacBook Pro and MacBook Air lines. That gave Cupertino some ammunition against Microsoft's "Laptop Hunter" ads, which generally claim that affordable Macs cannot be found. Apple's lawyers reportedly called Microsoft to complain about the ads, saying they were based on outdated pricing.

Though not computer-related, the company is now touting the low-cost message in its entertainment devices as well, with the US$199 iPod Touch dubbed "the most affordable gateway to Apple's revolutionary App Store" (although there may be other reasons the iPod Touch is that cheap).

At its Rock and Roll event earlier this month, Apple chief executive Steve Jobs joked about Apple's turn toward affordability. Unveiling a video camera for the iPod Nano and mentioning how the video feature is basically free compared to buying a dedicated Flip camera, he drew chuckles by saying, "This is the new Apple, isn't it?"

Of course, if the iMac gets cheaper, it'll still be relatively costly. Right now, the least expensive iMac costs US$1199, and scales up to US$2199 for a desktop with a 3.06GHz Intel Core 2 Duo processor, 4 GB of RAM and a 1 TB hard drive. I wouldn't be surprised to see the cheapest model, with its 2.66GHz Intel Core 2 Duo processor, 2 GB of RAM and 320 GB hard drive, crack the US$1000 barrier.

For your money, there are better specs out there, but at least the price of those unicorn tears is on the decline.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags blu-rayapple maciMac

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Jared Newman

PC World (US online)
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Matthew Stivala

HP OfficeJet 250 Mobile Printer

The HP OfficeJet 250 Mobile Printer is a great device that fits perfectly into my fast paced and mobile lifestyle. My first impression of the printer itself was how incredibly compact and sleek the device was.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?