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If I need a new computer and one is $500 and the other $2,000, I'm going to have to get the $500 one.

I don't know of a single "PC" for $500 that compares in any way to a $2000 Apple product.

Pro-line machines, Apple actually comes in less expensive than comparable PC hardware.

Consumer line - a $500 machine comes closest to the $599 Mac Mini in features. Of course the Mini does not come with a monitor. You might get a low-end PC with a monitor for $500.

I agree that Apples are superior. But you have to dumb it down to reach the reality of the problem. Many if not most computer buyers just go in and look at a couple machines and buy the one that's cheap and will run a word processor and the internet. They look at the sticker and feel cool about what the sticker says, but that's about it.

Apple would probably be better for even those users. They have a chance to get those users. The fact that they are selling a kind of mini-mac indicates that they want those users. But they will not get those users if most of their computers are much more expensive than a PC. They will continue to get a lesser percentage of the market share.

Read the Art of War. You strike when your opponent is weak. Vista has made Microsoft the weakest it has been in 20 years. If Apple slashes prices and offers a better product, they can sink Microsoft. If they allow Microsoft to regain dominance, they will be playing number two for longer.