You Pay More Because It's Not a Commodity

I REMEMBER MOVING UP from green text on black screens to real colour with a fast mouse when we got our Apple II GS. We paid more for that computer because it was not a mere commodity. Apple continues to get its margins from a consumer market that appreciates elegance, user experience, and stability. Those attributes are not commodities; they are values worth extra payment. Around my desk today, I think about the space I could fill with an iPad while reading about alternatives that cost several hundred euro less. If we have a tablet or a slate or an iPad in our sitting room in five years, it will probably be a commodity decision, one we reached by discovering a way to connect several of our media sources into one pleasant experience.

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