Apple has cut the prices of the previous generation of MacBooks, MacBook Pros, and MacBook Airs. AppleInsider reported that Apple sent out notices to its Apple Store locations and other retailers (including educational institutions) notifying them of new end-of-life pricing on current inventory in order to make room for new models introduced Monday at the company's World Wide Developer Conference.
The company wrote in that note, "Our MacBook Family has been updated and all current stock of MacBook and MacBook Pros need to be sold. All current in store computers are on a first come first serve basis."
Pricing for the 13" White MacBook was reduced from $999 to $899, while the 2.66 GHz MacBook Pro was reduced from $2,499 to $1,999. The 2.4 GHz MacBook Air has been reduced from $2,499 to $1,699, an $800 discount. The aluminum Unibody 13" MacBook -- renamed the 13" MacBook Pro with the recent upgrade -- has been reduced from $1,299 to $1,099, $100 cheaper than the $1,199 introductory price of the new 13" MacBook Pro.
Apple has a history of not reducing prices significantly in the face of a new product rollout. the company has instead usually allowed inventory to reduce itself through attrition ahead of a new product rollout, risking the small percentage of lost sales against the benefit of maintaining its tight pricing controls.
The price reductions across the portable Mac product line in its entirety marks the first such we can remember at TMO, and may simply be a product of the economic downturn that began with the financial crisis in 2008.
Whatever the cause, if you're interested in the pricing the company is offering, we will emphasize that Apple's instructions are that it's first come, first served, and will only last with current inventories.