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Apple May Be Taking Margin Hit on New iPad

Apple May Be Taking Margin Hit on New iPad
March 19, 2012 12:07PM

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"The Retina Display represents the centerpiece of the new iPad and is the most obvious enhancement in features compared to previous-generation models," said Andrew Rassweiler of IHS. "For the third-generation new iPad, Apple has taken a significant step up...at four times the resolution and 53 percent more cost" for the iPad's Retina Display.

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"What we have is people making estimates about what things cost. They don't know what Apple is paying, what deals they have with suppliers, how much of these materials Apple has locked into place," Gartenberg said. "Certainly, Apple is not in the business of losing money on devices."

As Gartenberg sees it, Apple has shown that it knows how to carefully balance the cost of materials and the cost of marketing with the price points that consumers expect to pay -- and still manage to earn a profit. And consumers are willing to stand in line to pay in record-breaking numbers.

"AT&T reported a record number of sales and activations for the new iPad over the weekend and it seems that the latest model is resonating with consumers who apparently value the differentiation the new model brings to market. Sales are very brisk," Gartenberg said.

"This is not the sales season for consumer electronics. Typically, consumers buy electronics more at other times of the year. So for the new iPad to be doing very well in what is the off season for consumer electronics is a pretty good sign for how this is going play out the rest of the year."

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