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Apple choose to have the situation like that, because Jobs wants it that way. They are a company and want to make as much money as possible. Exploiting their customers on the hardware is the best way to make money. Need I mention Ipod batteries?
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Like he said though, its high because of apples unique hardware. If they were to try and make them cheaper they would have to follow dells system. The reason its more expensive is because of the high R&D and the OS. Its costs more to make a mac than a pc. They would have to slow the R&D down and the quality of hardware to make them cheaper