The future of PCs and Macs is expensive.

Apple and Microsoft have both come to terms with the fact that people are simply never going to buy PCs (…) in the old numbers that they used to. Computers are just too good nowadays, most users are already satisfied, and so the market for new PCs inevitably shrinks. And when you can’t have growth in total sales, the logical move is to try and improve the other multiplier in the profit calculation: the per-unit price and built-in profit margin.