Apple hiked Mac prices at exactly the wrong time

Macworld
Apple is a premium company, and that means its prices are tied strongly to its own self-image. High prices make products “aspirational,” or so the crack marketing team would have you believe, and that’s something Apple has built its brand around.When the company announced massive price hikes across the board, I was more worried than you might think. For a company that trades in premium optics and where prices rarely go down (if ever), the unstated implication was that