The bulk of Apple's profits are made off of iPad, iPhone and iPod where Apple doesn't really charge a premium over the competition. The Macbook Pros and iMacs account for only a small portion of Apple's overall profits. This is because they're just priced too high and not enough customers are willing to pay that premium. The Apple tax on their computers and laptops is bothersome and the reason I'll never I can't justify buying one, and I think many consumers feel the same and thus opt for the competitors. It seems absolutely ridiculous that one can't get a laptop with a dedicated gpu from Apple unless I'm willing to plop down over $2000, when competiting laptops offer one in models priced under half that. However, there really isn't an Apple tax on their iPhone/iPad/iPod. All three products cost the same as their closest competitors. The iPad is still cheaper than any other decent tablet on the market. And the pricing of the iPhone at $200 is pretty much right in line with the rest of the smartphone makers. The iPad wouldn't be anywhere dominant if it was priced at $999 while all the compeitors were priced at $599. However, because Apple priced it a $499, it's accounting for 90% of all tablet sales, and this is translating to record profits. The same is true for the iPod and iPhone sales. In these areas, by not charging much of an Apple tax, Apple absolutely dominate the competitors and make up for the lower prices with volume. Perhaps Apple should learn from that and lower the price on their computers to boost sales and profits. A Macbook Pro at $800 (more in line with it's competitors) would absolutely slaughter the rest of the laptop market. On the higher end, Apple really needs to put a dedicated gpu in a laptop that is priced at around $1200 (again in line with competitors). Some customers are willing to pay the premium for apple computers, but many aren't. Gaining these sales would translate to much higher profits, due to volume. So why hasn't Apple learned from the success of the iPod/iPad/iPhone and dropped the Apple tax from their computers? Do away with the premium, and the vast majority of people would opt for Apple over the competitors. The profits from the high volumes of sales of iPod, iPad and iPhone relative to the profit from the iMacs and MBPs is proof of that.