When I covered IT hardware companies on Wall Street, I heard Apple's CFO say that his company could release a $799 computer "but we don't want to". Around the

When I covered IT hardware companies on Wall Street, I heard Apple's CFO say that his company could release a $799 computer "but we don't want to". Around the same time, at an investor dinner with the Dell CFO, an attendee asked how sales were of a $299 computer on Dell's print catalog cover. The CFO replied, "the problem with advertising a $299 computer is that people want to buy it".