With the caveat that both--the tight controls exercised by Apple on product supply, and the existence of a list price on its products online--influence the prices arrived at through auctions, we may generalize that consumers typically demonstrate a higher willingness to pay (WTP) for Mac’s than they do for PCs. This higher WTP was quantified for illustrative purposes by a 24-sample survey of the online auction market eBay. Comparable MacBooks and Dell Inspiron computers were sampled for the final prices they fetched in auctions. It was found that hard-drive size, processor speed, presence of a DVD-RW drive, size of RAM, and computer identity (Mac or non-Mac) explained 90% of variation in prices between auctions with 90% confidence. While the confidence level is lower than is customary, the result is corroborative of the existence of a reference price in the market, and of the premium commanded by MacBook computers.
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