many people’s hands as possible. And he was absolutely prepared to compete on

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Apple could bring the price considerably lower, if it chooses to do so. Consider the Apple TV 4K device. It contains all the key elements of a computer — processor, RAM, and storage. It too uses Apple Silicon. And yet it retails for just $179.

It’s true that Apple has yet to lower the price on the new 13-inch MacBook Air or the 13-inch MacBook Pro. At this stage. Apple is seeking to establish an outstanding reputation for its M1 processor and exploit any extra demand that may arise out of performance gains and improved battery life.

Apple Silicon brings opportunities galore for the Mac. It can supercharge the Mac’s computing performance. It can also supercharge the Mac’s market share. But does Apple have the ambition to make that happen?

Apple could simply continue selling their Macs at the same price levels and sit back and enjoy even larger profit margins. But that would be a ludicrously timid approach to take.

Apple won’t disclose details about its chip development and manufacturing costs, but it is overwhelmingly likely that the move to Apple Silicon will lower the cost of making a Mac. Analysts from Forbes estimated that the switch could save an average of about $110 per machine — but that could increase considerably with scale.

It is true that it costs vast amounts of money to develop and maintain your own operating system and your own chip designs, but per-unit costs diminish with scale. And Apple has plenty of scale — especially when you consider that much of the software and chip development costs are shared with the iPhone and iPad.

Apple has long benefited from not having to pay the “Windows Tax.” While other companies feel obliged to pay to install Windows on their computers, Apple has its own operating system, macOS.

Such a move, however, would have required a trade-off. It would, most likely, have involved sacrificing some performance in exchange for better battery life and improved portability. And Apple did not want to give the impression that buying an Apple product is, in any way, a compromise.

So Apple waited until such trade-offs were no longer required. They waited until they could confidently claim that Apple Silicon would provide both improved efficiency and improved performance.

Our goal is to make the best personal computers in the world and to make products we are proud to sell and would recommend to our family and friends. And we want to do that at the lowest prices we can.

The Mac mini, however, has seen a price cut. Prices will start at $699 — a $100 reduction on the price of its predecessor. Could this be an indication of Apple’s intentions for the future?

In other words, while insisting that Apple would never “ship junk,” Jobs was making it clear that his ambition was to get Apple’s Mac computers into as many people’s hands as possible. And he was absolutely prepared to compete on price — or, at least, on value-for-money — as well as on quality and style.

And what about cheaper MacBooks? If an iPad can be produced and sold at a profit for $329, it follows that Apple could produce a quality MacBook for hundreds of dollars less than the current $999 starting price of the MacBook Air.

The new Mac mini costs $520 more than the Apple TV 4K and will have superior internals. But it’s a very safe bet that the Mac mini does not cost anything like an extra $520 to manufacture. So there can be no doubt that an Apple Silicon Mac mini can be produced and sold at a profit for a lot less than the $699 Apple is currently charging.