Vitor Zanetti

There it is, open on my browser’s sidebar: the new iMac M4 gleaming in its array of cheerful colors, looking less like a computer and more like a piece of art that happens to contain a blazingly fast processor. I’ve spent sometime checking different configurations, watching reviews and scrolling on the iconic Apple.com product page and its pristine white background with perfectly composed product shots. And yet, I know I’ll never click that “Buy” button, and it’s not because I don’t want it – quite the opposite. The iMac represents everything I value in a computer: elegant primacy, flawless design and exceptionality. But Apple’s (lack of) regional pricing strategy has turned what should be a premium but attainable product into an exercise in economic absurdity.

What makes the iMac so compelling? The tech enthusiasts would say its the M4 chip representing another quantum leap in Apple Silicon’s already impressive trajectory. It could be the early benchmarks suggesting single-core performance that outpaces most desktop processors, while its efficiency means this thin slice of aluminum and glass runs virtually silent. It could also be the 24-inch 4.5K Retina display offering color accuracy that would have cost thousands in a professional monitor just a few years ago, and of course there’s macOS.

But nothing is more relevant to me than the iMac’s thin profile and minimal bezels that make it disappear on your desk until needed. The magnetic power connector, color-matched cables and integrated speakers that somehow produce room-filling sound from an impossibly thin enclosure – these are, yes, just details, but they showcase Apple’s unmatched industrial design capabilities.

For creative professionals, students, or anyone who values both form and function, the iMac presents a compelling proposition: a complete, powerful computing solution that looks beautiful and just works. No cable management nightmares, no compatibility issues, no compromises in performance or display quality: it’s the kind of product that justifies its premium pricing in markets where Apple’s pricing strategy follows a reasonable correlation to manufacturing costs, shipping, and market conditions.

However, Apple’s international pricing often defies such reasonable correlations. In many countries, especially in South America and parts of Asia, Apple products carry prices that go far beyond accounting for import duties, taxes, and logistics costs. Let’s break down the numbers:

Base model 24-inch iMac M4 pricing (16GB RAM, 256GB SSD):

• US: $1,299
• Brazil: BRL15,499 (approximately $2,700 USD)
• Turkey: 59,999₺ (approximately $1,749 USD)
• India: ₹134,900 (approximately $1,600 USD)

These prices aren’t just high – they’re prohibitively high. In Brazil, for instance, the base model iMac costs more than twice its US price. Even accounting for Brazil’s import duties (which can reach 60% for computers), plus 17% ICMS (state VAT), plus logistics costs, the markup exceeds reasonable explanations.

The impact of these pricing policies extends beyond mere numbers. This pricing transforms their products from premium but attainable technology into luxury items accessible only to the wealthy elite. This creates a peculiar situation where many professionals who would benefit most from Apple’s ecosystem – designers, developers, content creators – are effectively priced out of it. Consider a graphic designer in Brazil earning the average salary for their profession (approximately 4,500 per month). Purchasing the base model iMac would require more than three months’ entire salary – before accounting for any living expenses. The equivalent professional in the US, earning a median salary of around $58,000 annually, would need to set aside less than one month’s pre-tax income.

This pricing disparity has several concerning implications:

1. Digital divide amplification: by pricing their products at such extreme premiums in developing markets, Apple inadvertently contributes to widening the global digital divide.
2. Secondary market growth: the high prices fuel a growing grey market for Apple products, with many consumers resorting to purchasing devices abroad or through unofficial channels.
3. Ecosystem lock-out: professionals and businesses in affected markets often have to choose between operating outside the Apple ecosystem entirely or accepting significant financial strain to enter it.

I find myself in a peculiar position: admiring a product I know I won’t buy, not because I can’t afford it in absolute terms, but because the principle of paying 2-3 times what it costs elsewhere feels like participating in an unfair system. The iMac represents both the best of Apple’s innovation and the worst of their international pricing policies. There’s an argument to be made that Apple has the right to price their products as they see fit, and that these prices reflect complex business decisions involving currency fluctuations, import regulations, and market conditions. But when the price differential becomes so extreme that it effectively excludes entire professional classes from accessing tools that could enhance their productivity and creativity, it’s worth questioning whether this strategy truly serves Apple’s long-term.

For now, my browser tab remains open and the iMac’s design taunting me with what could be. It’s the perfect computer I’ll never buy – a testament to both Apple’s engineering expertise and the need for a more equitable global pricing strategy in technology.

Note: Pricing data as of 28 October 2024. Exchange rates and exact prices may vary; local taxes and import duties contribute to final retail prices but do not fully account for the price differentials discussed.