New Macs pricier than rivals now

Jefferson Graham reports on the new, higher price-tags for Apple computers, and compares them to Windows and Chromebook competitors on #TalkingTech. USA TODAY

(Photo: Stephen Lam, Getty Images)

LOS ANGELES — If you think you might feel some pain at the cash register over Apple’s higher-priced newly, refreshed MacBook line, you might want to take a look at the competition.

Apple has significantly raised the entry-level for its new computers, starting at $1,499. That's $200 to $300 more expensive, with new features to entice holiday shoppers.

But Apple, which has 7.1% of the global PC market in the most recent quarter, according to market tracker IDC, faces competition from PC rivals. Their machines cost $500 less.

The new MacBook Pro entry-level model starts at $1,499, with a 13-inch screen, 2.0 GHZ i5 processor, 256 GB of storage, 8 GM of RAM and 2 USB-C ports, which aren't compatible with most recent hard drives or even the Lightning cable to charge an iPhone.

A Dell XPS 13 for instance, starts at $999, with 13-inch screen, stronger 3.1 GHZ i5 processor, similar RAM and storage, plus slots for SD cards, traditional USB and two for the new USB-C, as well as HDMI for plugging into a TV and Ethernet for hard-wire to high-speed internet.

The new MacBook Pros have Touch ID (Photo: Apple)

“Apple didn’t make the case for why the new products are more expensive,” says Rob Enderle, an analyst with the Enderle Group. “The modifications were pretty modest.”

The new Mac models are smaller, lighter and faster. Two 13-inch Macs have a new smartphone like LED TouchBar that replaces the function keys for raising volume and adjusting brightness. They start at $1,799. The top of the line model sells for $2,799.

For years Apple has been battling computers using the Microsoft Windows operating system, which still dominates in market share. But in the U.S., with the popularity of iPhones and iPads, Apple laptops have become widely used, especially in tech circles and on campuses.

Google has been closing in, selling more computers than Macs, with its Chromebook operating system laptops. They’re much, much cheaper, starting at $200 to $300, with more powerful machines in the $500 to $800 range. They offer full specs on everything except hard drive space. The Chromebook asks that you connect to Google and the Internet and do everything online. Additionally, the only software that can be downloaded must be available in the Android or Chrome app stores.

Roger Kay, an analyst with Endpoint Technologies, says Apple may lose some customers to Windows and Chromebooks, especially for back-to-school season. Yet dedicated Apple fans will continue with the brand, even with higher prices.

“They’re in the system, they know it, and it’s a pain to switch,” Kay says.

At Apple’s launch event for the new Macs this week, Apple downplayed the previous entry-level models, the MacBook and MacBook Air computers, not refreshing those models. An older MacBook Air with a 1.6GHz processor and 128GB storage starts at $999.