Like a lot of people, I expected the new MBA to go more mainstream this generation. But this much? I was blown away by the price of the new MBA considering its specs, and this is not usually what Apple is good at. People buy Macs for a variety of other good reasons that matter as much as the specs for your buck. But now the new MBA seems a winner in about every category. Apple doesn't make much money with software (iLife is bundled and they now sell their OSes for 30$), so they have to make hardware more expensive to compensate for the software development cost. Plus, they don't make deals with other software editors to load new Macs with free trials and crappy shovelwares like most PC manufacturers, so their revenue is really pretty much with the machine itself. Now I see that MBA alternatives right now are actually more expensive for worse specs. Take the Samsung Series 9, for the same price, you get a worse processor, worse graphics, half the RAM, half the SSD storage, it doesn't have Thunderbolt, it doesn't look as good and it's made of cheap plastic and is thicker. Sony's Vaio Z is even more expensive, and if you look at the future, it's not looking too bright either: Engadget - Ultrabooks to start arriving in September, more expensive than expected. So, what has Apple done to have such prices? Do you think it's just a matter of buying in very large volume, or have they cut margins (possibly making no profit) just to gain popularity and get a head start in a promising new market? Getting a polished product ready at a mainstream price a year or so before anyone else can make a hell of a difference in the long run, see the iPad. What do you think?