Apple Inc. (Nasdaq: AAPL) representative in Israel, iDigital Ltd., wants to boost its share of the laptop and desktop computer market by cutting prices by over 10% for Apple computers, which are considered very expensive.
The price of a MacPro with a 13-inch screen will fall from NIS 7,000 to NIS 6,300, and the price of an iMac with a 27-inch screen will fall from NIS 13,000 to NIS 12,000.
One of iDigital's major problems is that Apple products are much cheaper in the US, and Israeli consumers have preferred buying them overseas. The price cut narrows the gap, making purchases in Israel a bit more worthwhile.
iDigital CEO Eran Tor said, "Over the years, we've improved prices and gradually reduced them. The company has grown in recent years, which enables us to improve prices for Israeli consumers while still making a profit."
Published by Globes [online], Israel business news - www.globes-online.com - on January 3, 2011
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