Path: utzoo!utgpu!jarvis.csri.toronto.edu!mailrus!csd4.milw.wisc.edu!lll-winken!uunet!tektronix!tekecs!kathie
From: kathie@tekecs.GWD.TEK.COM (Kathleen Huddleston)
Newsgroups: comp.sys.mac
Subject: Re: Mac pricing and the future of the Mac
Summary: Just a rebuttal on dealer price hikes
Message-ID: <11188@tekecs.GWD.TEK.COM>
Date: 24 Mar 89 22:32:13 GMT
References: <12101@reed.UUCP> <1082@lts.UUCP> <11317@ut-emx.UUCP> <1084@lts.UUCP> <11346@ut-emx.UUCP> <4228fb1e.a590@mag.engin.umich.edu>
Reply-To: kathie@tekecs.GWD.TEK.COM (Kathleen Huddleston)
Distribution: usa
Organization: Tektronix, Inc., Wilsonville, OR
Lines: 7

Dealers do make a healthy profit on Apple, but less that you
might think.  Apple sells to dealers for approx. 65% retail (depends
on your volume -- the really big dealers do a bit better), and the
street prices on Apple things are 70-80% of suggested retail, so dealers make
5-15% per unit.  There are some other factors in the dealer world
(Apple partially supports advertising, etc.), but it's not the huge
profits some might imagine.