Profit margins. Mr. Kuo had the price right at under $1,300. If Apple does this then everything else in the 13" size has to be slashed or no one buys it. The 13" "classic" is simply grotesquely overpriced. It is a four year old design. The profit margin must exceed 60 percent by now. These things are stamped out by Chinese slave labor and so are all the internals. New pricing should have been: Retina $1,299 Air $999 cMBP $899 Apple is not going to dump the other two products and they refuse to make anything they sell reasonably priced. So all this 13" Retina does is highlight how egregious the Apple tax is.